Exploring Attachment Transfer: The Influence of Consumer Attachment to Influencers on Attachment to Influencer-Founded Brands
(2023) SKOM12 20231Department of Strategic Communication
- Abstract
- In recent years, influencer-founded brands such as Kylie Jenner’s “Kylie Cosmetics” and Huda Kattan’s “Huda Beauty” have been consistently capturing people’s attention. Despite the mainstream media’s coverage of their success, research on the strategic communication of these brands is still lagging behind. Therefore, the purpose of this study is to fill the research gap in this field by exploring the success factors of influencer-founded brands and contributing new knowledge to this area. To achieve this goal, this study combines the theoretical foundations of attachment theory and the meaning transfer model, and conducts a quantitative study to investigate whether consumers’ attachment to influencers has a positive effect on their... (More)
- In recent years, influencer-founded brands such as Kylie Jenner’s “Kylie Cosmetics” and Huda Kattan’s “Huda Beauty” have been consistently capturing people’s attention. Despite the mainstream media’s coverage of their success, research on the strategic communication of these brands is still lagging behind. Therefore, the purpose of this study is to fill the research gap in this field by exploring the success factors of influencer-founded brands and contributing new knowledge to this area. To achieve this goal, this study combines the theoretical foundations of attachment theory and the meaning transfer model, and conducts a quantitative study to investigate whether consumers’ attachment to influencers has a positive effect on their attachment to influencer-founded brands. Through convenience sampling and snowball sampling, a questionnaire survey was conducted on people from various countries, and a total of 338 valid samples were collected. The results show that consumers’ attachment to influencers has a positive effect on their attachment to influencer-founded brands in all four dimensions of “trust”, “parasocial interaction”, “self-image expression”, and “community identification”, with “community identification” having the strongest explanatory power for brand attachment. In addition, the study also found that the “perceived quality”, as a cognitive element of brand attachment, has a positive moderating effect on the impact of two identity-based attachment dimensions, namely “self-image expression” and “community identification”. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9123580
- author
- Qin, Xuan LU and Hong, Yuhui LU
- supervisor
- organization
- course
- SKOM12 20231
- year
- 2023
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- influencer-founded brand, attachment theory, brand attachment, meaning trans-fer model, trust, parasocial interaction, self-image expression, community identification
- language
- English
- additional info
- This paper has been collaboratively authored by two individuals, with each author making an equal and invaluable contribution.
- id
- 9123580
- date added to LUP
- 2023-06-13 11:41:54
- date last changed
- 2023-06-13 11:41:54
@misc{9123580,
abstract = {{In recent years, influencer-founded brands such as Kylie Jenner’s “Kylie Cosmetics” and Huda Kattan’s “Huda Beauty” have been consistently capturing people’s attention. Despite the mainstream media’s coverage of their success, research on the strategic communication of these brands is still lagging behind. Therefore, the purpose of this study is to fill the research gap in this field by exploring the success factors of influencer-founded brands and contributing new knowledge to this area. To achieve this goal, this study combines the theoretical foundations of attachment theory and the meaning transfer model, and conducts a quantitative study to investigate whether consumers’ attachment to influencers has a positive effect on their attachment to influencer-founded brands. Through convenience sampling and snowball sampling, a questionnaire survey was conducted on people from various countries, and a total of 338 valid samples were collected. The results show that consumers’ attachment to influencers has a positive effect on their attachment to influencer-founded brands in all four dimensions of “trust”, “parasocial interaction”, “self-image expression”, and “community identification”, with “community identification” having the strongest explanatory power for brand attachment. In addition, the study also found that the “perceived quality”, as a cognitive element of brand attachment, has a positive moderating effect on the impact of two identity-based attachment dimensions, namely “self-image expression” and “community identification”.}},
author = {{Qin, Xuan and Hong, Yuhui}},
language = {{eng}},
note = {{Student Paper}},
title = {{Exploring Attachment Transfer: The Influence of Consumer Attachment to Influencers on Attachment to Influencer-Founded Brands}},
year = {{2023}},
}