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Analysis of the Impact of Brand Fit on Perceived Credibility of Social Media Influencers by European Millennials

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Advances in Digital Marketing and eCommerce (DMEC 2022)

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Abstract

Businesses are increasingly marketing their products through social-media influencers (SMI). Considering source credibility of SMI (conceptualized by information value, trustworthiness and expertise) and the theory of parasocial relationship, this study examines the effect of brand fit on SMI’s perceived credibility and thus on the purchase intention using structural equation modeling. The findings reveal that SMI’s perceived credibility has a positive effect on purchase intention and parasocial relationship. The familiarity with the influencer, conceptualized by parasocial relationship, was found to have a significant mediating role, and brand fit is found to have a positive effect on credibility. The study also examines the effect of brand fit on the model, brand fit was found to have a positive significant effect on SMI’s credibility, but it weakens the effect of parasocial relationship on purchase intention. In addition, the study highlights the effect of different European Millennials’ characteristics on perceived credibility and purchase intention. Self-expression and deal-driven were found to strengthen the effect of brand fit on SMI’s credibility and also that on purchase intention, while selectivity and open-mindedness were found to strengthen the effect of brand fit on credibility but not on purchase intention. The study offers several theoretical and practical contributions.

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Authors and Affiliations

  1. Graduate Program in Digital Business and Innovation, Tokyo International University, Kawagoe, Japan

    Anna Schneewind

  2. Digital Marketing and Analytics, Institute for International Strategy, Tokyo International University, Kawagoe, Japan

    Nora Sharkasi

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  1. Anna Schneewind
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Correspondence to Nora Sharkasi .

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  1. Department of Business Administration, Business School, University of Granada, Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Nova School of Business and Economics, Universidade Nova de Lisboa, Carcavelos, Portugal

    Luis F. Martinez

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Schneewind, A., Sharkasi, N. (2022). Analysis of the Impact of Brand Fit on Perceived Credibility of Social Media Influencers by European Millennials. In: Martínez-López, F.J., Martinez, L.F. (eds) Advances in Digital Marketing and eCommerce. DMEC 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-05728-1_22

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