Browsing by Author "Tille, Melanie"
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- Examining the Role of Perceived Source Credibility on Social Media Influencer’s Ascribed Opinion LeadershipPublication . Crespo, Cátia Fernandes; Tille, MelanieBuilding on the theoretical framework of the source credibility model, this study aims to investigate how the different dimensions of social media influencer’s (SMI) perceived source credibility, respectively expertise, attractiveness, and trustworthiness impact on influencers’ ascribed opinion leadership, and ultimately affect social media users’ purchase intentions. A cross-cultural analysis focused on the German and Portuguese markets of Instagram users was implemented. Data were collected with an online survey distributed in Germany and Portugal, resulting in a sample of 467 participants, 214 from Germany and 253 from Portugal. Data were analyzed using structural equation modeling with partial least squares (PLS-SEM). Findings confirmed that expertise and attractiveness enhance the influencer’s ascribed opinion leadership. On the contrary, trustworthiness does not influence ascribed opinion leadership. The influencer’s ascribed opinion leadership promotes purchase intention. This study advances influencer marketing literature by deepening our understanding on the influence of online opinion leaders on social media user’s behavioral intentions.
- The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase IntentionPublication . Tille, Melanie; Crespo, Cátia Claudemira Cordeiro FernandesIn the last years, social media with its networking platforms and online communities gained extreme popularity. With this emergence, brands all around the globe became well aware of people’s increasing daily social media activities on platforms such as Instagram. Consequently, influencer marketing got extremely important for businesses as a new marketing communication tool. However, there are concerns around the social media influencers’ perceived source credibility and their impact on consumers’ purchase intentions. The present research focuses on the Portuguese and German market and investigates how the perceived source credibility of Instagram social media influencers and its dimensions, namely attractiveness, trustworthiness, and expertise affect their ascribed opinion leadership and consequently influence consumers’ purchase intentions. As well as it examines the role of consumers’ self-esteem on the relationship between ascribed opinion leadership and consumers’ purchase intention. An online survey was conducted to collect data from 467 respondents from Portugal and Germany. The statistical analysis of the questionnaire was performed with structural equation modeling (SEM). The results of the study indicate that especially the influencers’ attractiveness as one of the source credibility dimensions has a positive impact on their ascribed opinion leadership. The findings provide evidence that social media influencers perceived as opinion leaders positively influence consumers’ purchase intention. Based on these results, further research directions and practical implications are provided.