Virtual influencers come to the rescue? A quantitative study exploring consumer purchase intentions based on their perceived credibility of virtual influencers, with the mediating role of taste leadership
(2022) BUSN39 20221Department of Business Administration
- Abstract
- Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers.
Methodology: This is a quantitative study that explores virtual influencers’ credibility from a consumer perspective. The research follows a deductive approach with a realist ontological perspective and a positivist epistemological position. This approach was chosen in order to permit a more suitable... (More) - Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers.
Methodology: This is a quantitative study that explores virtual influencers’ credibility from a consumer perspective. The research follows a deductive approach with a realist ontological perspective and a positivist epistemological position. This approach was chosen in order to permit a more suitable interpretation of the phenomenon.
Theoretical perspective: This paper combines the Source Credibility Model, developed by Ohanian (1990), with past taste leadership and purchase intention literature to develop a deeper connection between consumers’ opinions of virtual influencers and consequential purchase behaviour.
Empirical data: This research is based on primary data collection. The researchers collected consumers’ opinions through an online survey. Here, participants were asked to report their level of agreement with several scale items including the three elements of credibility (attractiveness, trustworthiness, expertise), taste leadership and purchase intention. Additionally, participants’ demographics were also retrieved via the online questionnaire.
Findings: What was found was that only the perceived trustworthiness and expertise of a virtual influencer significantly affect purchase intention, so a higher level of trust or expertise leads to a higher level of purchase intention. Additionally, taste leadership was found to mediate the relationship between perceived trustworthiness and expertise, and purchase intention. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9086924
- author
- Tameu, Louelle LU and Xie, Yimei LU
- supervisor
- organization
- course
- BUSN39 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Virtual influencer, Influencer marketing, Source credibility, Taste leadership, Purchase intention
- language
- English
- id
- 9086924
- date added to LUP
- 2022-06-28 09:57:07
- date last changed
- 2022-06-28 09:57:07
@misc{9086924,
abstract = {{Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers.
Methodology: This is a quantitative study that explores virtual influencers’ credibility from a consumer perspective. The research follows a deductive approach with a realist ontological perspective and a positivist epistemological position. This approach was chosen in order to permit a more suitable interpretation of the phenomenon.
Theoretical perspective: This paper combines the Source Credibility Model, developed by Ohanian (1990), with past taste leadership and purchase intention literature to develop a deeper connection between consumers’ opinions of virtual influencers and consequential purchase behaviour.
Empirical data: This research is based on primary data collection. The researchers collected consumers’ opinions through an online survey. Here, participants were asked to report their level of agreement with several scale items including the three elements of credibility (attractiveness, trustworthiness, expertise), taste leadership and purchase intention. Additionally, participants’ demographics were also retrieved via the online questionnaire.
Findings: What was found was that only the perceived trustworthiness and expertise of a virtual influencer significantly affect purchase intention, so a higher level of trust or expertise leads to a higher level of purchase intention. Additionally, taste leadership was found to mediate the relationship between perceived trustworthiness and expertise, and purchase intention.}},
author = {{Tameu, Louelle and Xie, Yimei}},
language = {{eng}},
note = {{Student Paper}},
title = {{Virtual influencers come to the rescue? A quantitative study exploring consumer purchase intentions based on their perceived credibility of virtual influencers, with the mediating role of taste leadership}},
year = {{2022}},
}