Digital influencer marketing: how message credibility and media credibility affect trust and impulsive buying

Komal Shamim, Tahir Islam

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)

Abstract

This study develops an underlying mechanism outlining the impact of digital influencers on consumer impulse-buying behavior in the context of social networking sites (SNSs). Based on signaling theory, this research examines the role of message credibility (informational value and vicarious expressions) and media credibility (perceived interactivity and transparency) in developing trust in digital influencers, resulting in impulse buying. Moreover, this study explores the moderating effect of social commerce (s-commerce) experience on the relationship between urge-to-buy (UTB) and impulse buying. This study collects data from SNS users. Findings reveal that message credibility and media credibility play a significant role in developing trust in digital influencers, thereby enhancing the urge to buy impulsively on SNSs. In addition, results show that s-commerce experience does not moderate the relationship between UTB and impulsive buying. Finally, this study provides critical insights to marketers and policymakers.

Original languageEnglish
Pages (from-to)601-626
Number of pages26
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume32
Issue number4
DOIs
Publication statusPublished - 10 May 2022
Externally publishedYes

Keywords

  • Digital influencers
  • impulse buying
  • media credibility
  • message credibility
  • S-Commerce experience

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