Did you like, share and comment? An essay on the effect of the influencer image on the behavior of followers.
Abstract
When defining content marketing strategies, it is vital that managers understand how the influencer interferes with the behavioral responses of followers. Therefore, this study aims to evaluate the behavior of followers in relation to tips from influencers, and examines the extent to which the user's engagement level and frequency of use of social media affects this relationship. For that, a theoretical model is proposed, which is tested with users of social networks, in a transversal approach. As theoretical insights, the findings of the study highlight three points. First, there is empirical evidence that reveals the effect of influencer image on consumer behavioral cues. Second, consumer engagement plays a moderating role in the relationship between influencer image and follower behavior. Third, the data did not support frequency of use as a moderating element. Thus, the paper contributes to a better understanding of consumer behavior on social networks and brings advances on how the influencer fits into this dynamic. This is a relevant strategic path both for composing marketing actions and for their greater effectiveness.
DOI: https://doi.org/10.54663/2182-9306.2024.v.12.n.22.54-74
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Copyright (c) 2024 Evadio Pereira Filho
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
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