Does Social Media Influencer Credibility Affect Attitudes and Engagement Behaviour? - Empirical Evidence
Abstract
Influencer marketing through social media platforms recently sparked vast interest between researchers and industry players to enhance their marketing strategy. In addition, advertising through social media influencers has become a trend in Malaysian social media product and service marketing. Previous conventional studies concentrating on celebrities as product endorsers have now switched to social media influencers for better benefits such as cost advantage and deeper reach in the community. Despite various social media studies, only a few highlighted influencer marketing credibility. Furthermore, the perceived credibility of social media influencers is still yet to be defined as the extension of the celebrity endorser credibility study. Hence, this paper examines social media influencer marketing credibility's effect on consumer attitudes and engagement behaviour. The study was conducted on Malaysian millennials residing in Klang Valley to obtain their opinion on a social media video related to a national car, Proton X70. The study reveals that all credibility dimensions have a positive effect on attitudes towards influencer (ATI) and video content (ATV), but only brand credibility (BC) has a positive effect on attitudes towards the X70 brand model (ATB). However, all credibility dimensions indirectly affect ATB via ATV. All attitude dimensions also positively affect social media engagement intentional behaviour (SCB). The result of the study is predicted to expand the scope of social media influencer marketing credibility, consumer attitudes, and social media engagement intentional behaviour. The study is also expected to benefit future automotive advertising strategies concerning social media influencers.
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About this article
Publication Date
06 May 2024
Article Doi
eBook ISBN
978-1-80296-132-4
Publisher
European Publisher
Volume
133
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1110
Subjects
Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship
Cite this article as:
Abu Bakar, N. A. S., Musa, R., & Muda, M. (2024). Does Social Media Influencer Credibility Affect Attitudes and Engagement Behaviour? - Empirical Evidence. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 755-770). European Publisher. https://doi.org/10.15405/epsbs.2024.05.61