How to cite this paper
Alrwashdeh, M., Ali, H., Helalat, A & Alkhodar, D. (2022). The mediating role of brand credibility between social media influencers and patronage intentions.International Journal of Data and Network Science, 6(2), 305-314.
Refrences
Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The effect of electronic word of mouth communication on pur-chase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505-518.
Abreu, R. (2019). Social media micro-infleuncer marketing and purchasing intention of millenials: The role of perceived authenticity and trust [Doctoral dissertation].
Arora, A. S., & Sanni, S. A. (2019). Ten years of ‘social media marketing’research in the Journal of Promotion Manage-ment: Research synthesis, emerging themes, and new directions. Journal of Promotion Management, 25(4), 476-499. https://doi.org/10.1080/10496491.2018.1448322
Chakraborty, U., & Bhat, S. (2018). The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Conse-quence on Consumer Behavior. Journal of Promotion Management, 24(1), 57–82. https://doi.org/10.1080/10496491.2017.1346541
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003.
Cheung, C. M. Y., Sia, C. L., & Kuan, K. K. Y, (2012). Is this review believable? A study of factors affecting the credibil-ity of online consumer reviews from an ELM perspective.
Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The impact of endorser and brand credibility on consumers’ purchase inten-tion: the mediating effect of attitude towards brand and brand credibility. Journal of Marketing Communications, 26(8), 896–817. https://doi.org/ 10.1080/13527266.2019.1604561
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189–217. https://doi.org/10.1287/isre.14.2.189.16018
Costanzo, P. J., & Goodnight, J. E. (2005). Celebrity endorsements: Matching celebrity and endorsed brand in magazine advertisements. Journal of Promotion Management,11(4),49–62. https://doi.org/10.1300/J057v11n04_05
Dao, W. V. T., Le, A. N. H., Cheng, J. M. S., & Chen, D. C. (2014). Social media advertising value: The case of transition-al economies in Southeast Asia. International Journal of Advertising, 33(2), 271–294. https://doi.org/10.2501/IJA-33-2-271-294
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487. 2017.1348035
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Desarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current Issues and Research in Adver-tising, 8(1), 17–52. https://doi.org/10.1080/01633392.1985.10505371
Dinev, T., & Hart, P. (2004). Internet privacy concerns and their antecedents-measurement validity and a regression mod-el. Behaviour & Information Technology, 23(6),413–422. https://doi.org/10.1080/01449290410001715723
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Dodoo, N. A. (2018). Why Consumers Like Facebook Brands: The Role of Aspirational Brand Personality in Consumer Behavior. Journal of Promotion Management, 24(1),103–127. https://doi.org/10.1080/10496491.2017.1346536
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measure-ment Error. Journal of Marketing Research, 18(1), 39–5 https://doi.org/10.1177/002224378101800104
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of pub-lic perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Gass, R., & Seiter, J. (2011). Persuasion, social influence and compliance gaining, 4e ed.
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Pur-chase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872–888. https://doi.org/10.1080/10496491.2017.132326
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing ef-forts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J. F., Jr, & Lukas, B. (2014). Marketing research. (Vol. 2). McGraw-Hill Education.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. https://doi.org/10.1007/s11747-017-0517-x
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial Least Squares Structural Equation Modeling: Rigorous Applica-tions, Better Results and Higher Acceptance. Long Range Planning, 46(1-2), 1–12. https://doi.org/10.1016/j.lrp.2013.01.001
Hayes, R. A., & Carr, C. T. (2015). Does Being Social Matter? Effects of Enabled Commenting on Credibility and Brand Attitude in Social Media. Journal of Promotion Management, 21(3), 371–390. https://doi.org/10.1080/10496491.2015.1039178
Hu, X., Lin, Z., & Zhang, H. (2003). Trust promoting seals in electronic markets: An exploratory study of their effective-ness for online sales promotion. Journal of Promotion Management, 9(1-2), 163–180. https://doi.org/10.1300/J057v09n01_13
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10),1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kumar, A. (2011). Celebrity Endorsements and Its Impact on Consumer Buying Behaviour. SSRN Electronic Journal, https://doi.org/10.2139/ssrn.1802531
Kumar, S., Spais, G. S., Kumar, D., & Sureka, R. (2020). A bibliometric history of the journal of promotion management (1992–2019). Journal of Promotion Management, 26(1), 97-120. https://doi.org/10.1080/10496491.2019.1685622
La Ferle, C., & Choi, S. M. (2005). The importance of perceived endorser credibility in south korean advertising. Journal of Current Issues & Research in Advertising, 27(2), 67–81. https://doi.org/10.1080/10641734.2005.10505182
Leung, L. (2013). Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism. Computers in Human Behavior, 29(3), 997–1006. https://doi.org/10.1016/j.chb.2012.12.028
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
O’Keefe, D. J. (1990). Persuasion: Theory and research. Sage. https://www.scholars.northwestern.edu/en/publications/persuasion-theory-and-research-2 Ohanian, R. (1990). Con-struction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractive-ness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 4654.
Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G., & Guerreiro, J.(2019). Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms. Journal of Promotion Management, 25(3), 304–313. https://doi. org/10.1080/10496491.2019.1557805
Statista (2020). Number of social network users in India from 2015 to 2018 with a forecast until 2023. Retrieved July 4, 2020, from https://www.statista.com/statistics/278407/number-of-social-network-users-in-india/
Statista (2020). Social media usage in India - statistics & facts. https://www.statista.com/ topics/5113/social-media-usage-in-india/ Retrieved August 7, 2020, from https://www.statista.com/topics/5113/social-media-usage-in-india/
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity. Journal of Advertising Research, 51(1), 258–276. https://doi.org/10.2501/JAR-51-1-258-275
Trivedi, J., & Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103–124. https://doi.org/10.1080/15332861.2019.1700741
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310–320. https://doi.org/10.1509/jmkr.40.3.310.19238
Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and inten-tion with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17.
https://doi.org/10.1016/j.jairtraman.2016.12.007
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213.
https://doi.org/10.1080/16522354.2018.1501146
Abreu, R. (2019). Social media micro-infleuncer marketing and purchasing intention of millenials: The role of perceived authenticity and trust [Doctoral dissertation].
Arora, A. S., & Sanni, S. A. (2019). Ten years of ‘social media marketing’research in the Journal of Promotion Manage-ment: Research synthesis, emerging themes, and new directions. Journal of Promotion Management, 25(4), 476-499. https://doi.org/10.1080/10496491.2018.1448322
Chakraborty, U., & Bhat, S. (2018). The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Conse-quence on Consumer Behavior. Journal of Promotion Management, 24(1), 57–82. https://doi.org/10.1080/10496491.2017.1346541
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003.
Cheung, C. M. Y., Sia, C. L., & Kuan, K. K. Y, (2012). Is this review believable? A study of factors affecting the credibil-ity of online consumer reviews from an ELM perspective.
Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The impact of endorser and brand credibility on consumers’ purchase inten-tion: the mediating effect of attitude towards brand and brand credibility. Journal of Marketing Communications, 26(8), 896–817. https://doi.org/ 10.1080/13527266.2019.1604561
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189–217. https://doi.org/10.1287/isre.14.2.189.16018
Costanzo, P. J., & Goodnight, J. E. (2005). Celebrity endorsements: Matching celebrity and endorsed brand in magazine advertisements. Journal of Promotion Management,11(4),49–62. https://doi.org/10.1300/J057v11n04_05
Dao, W. V. T., Le, A. N. H., Cheng, J. M. S., & Chen, D. C. (2014). Social media advertising value: The case of transition-al economies in Southeast Asia. International Journal of Advertising, 33(2), 271–294. https://doi.org/10.2501/IJA-33-2-271-294
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487. 2017.1348035
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Desarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current Issues and Research in Adver-tising, 8(1), 17–52. https://doi.org/10.1080/01633392.1985.10505371
Dinev, T., & Hart, P. (2004). Internet privacy concerns and their antecedents-measurement validity and a regression mod-el. Behaviour & Information Technology, 23(6),413–422. https://doi.org/10.1080/01449290410001715723
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Dodoo, N. A. (2018). Why Consumers Like Facebook Brands: The Role of Aspirational Brand Personality in Consumer Behavior. Journal of Promotion Management, 24(1),103–127. https://doi.org/10.1080/10496491.2017.1346536
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measure-ment Error. Journal of Marketing Research, 18(1), 39–5 https://doi.org/10.1177/002224378101800104
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of pub-lic perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Gass, R., & Seiter, J. (2011). Persuasion, social influence and compliance gaining, 4e ed.
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Pur-chase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872–888. https://doi.org/10.1080/10496491.2017.132326
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing ef-forts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J. F., Jr, & Lukas, B. (2014). Marketing research. (Vol. 2). McGraw-Hill Education.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. https://doi.org/10.1007/s11747-017-0517-x
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial Least Squares Structural Equation Modeling: Rigorous Applica-tions, Better Results and Higher Acceptance. Long Range Planning, 46(1-2), 1–12. https://doi.org/10.1016/j.lrp.2013.01.001
Hayes, R. A., & Carr, C. T. (2015). Does Being Social Matter? Effects of Enabled Commenting on Credibility and Brand Attitude in Social Media. Journal of Promotion Management, 21(3), 371–390. https://doi.org/10.1080/10496491.2015.1039178
Hu, X., Lin, Z., & Zhang, H. (2003). Trust promoting seals in electronic markets: An exploratory study of their effective-ness for online sales promotion. Journal of Promotion Management, 9(1-2), 163–180. https://doi.org/10.1300/J057v09n01_13
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10),1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kumar, A. (2011). Celebrity Endorsements and Its Impact on Consumer Buying Behaviour. SSRN Electronic Journal, https://doi.org/10.2139/ssrn.1802531
Kumar, S., Spais, G. S., Kumar, D., & Sureka, R. (2020). A bibliometric history of the journal of promotion management (1992–2019). Journal of Promotion Management, 26(1), 97-120. https://doi.org/10.1080/10496491.2019.1685622
La Ferle, C., & Choi, S. M. (2005). The importance of perceived endorser credibility in south korean advertising. Journal of Current Issues & Research in Advertising, 27(2), 67–81. https://doi.org/10.1080/10641734.2005.10505182
Leung, L. (2013). Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism. Computers in Human Behavior, 29(3), 997–1006. https://doi.org/10.1016/j.chb.2012.12.028
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
O’Keefe, D. J. (1990). Persuasion: Theory and research. Sage. https://www.scholars.northwestern.edu/en/publications/persuasion-theory-and-research-2 Ohanian, R. (1990). Con-struction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractive-ness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 4654.
Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G., & Guerreiro, J.(2019). Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms. Journal of Promotion Management, 25(3), 304–313. https://doi. org/10.1080/10496491.2019.1557805
Statista (2020). Number of social network users in India from 2015 to 2018 with a forecast until 2023. Retrieved July 4, 2020, from https://www.statista.com/statistics/278407/number-of-social-network-users-in-india/
Statista (2020). Social media usage in India - statistics & facts. https://www.statista.com/ topics/5113/social-media-usage-in-india/ Retrieved August 7, 2020, from https://www.statista.com/topics/5113/social-media-usage-in-india/
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity. Journal of Advertising Research, 51(1), 258–276. https://doi.org/10.2501/JAR-51-1-258-275
Trivedi, J., & Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103–124. https://doi.org/10.1080/15332861.2019.1700741
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310–320. https://doi.org/10.1509/jmkr.40.3.310.19238
Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers’ attitude of endorser credibility, brand and inten-tion with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17.
https://doi.org/10.1016/j.jairtraman.2016.12.007
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213.
https://doi.org/10.1080/16522354.2018.1501146