The effect of social media influencers’ characteristics on consumer intention and attitude toward Keto products purchase intention

TLDR

Social media influencers are increasingly used as an effective marketing tool to shape consumers’ intentions and attitudes. This study examines how influencer characteristics influence consumer attitude and intention, and tests vloggers’ moderating effect. Data were collected from TikTok users and analyzed with PLS‑SEM to evaluate the hypothesized model. The model revealed significant effects of most influencer traits on attitude and intention, except source relatability on attitude and vloggers’ moderation on intention.

Abstract

Social media influencers have become a more effective modern marketing approach used by businesses to influence consumers' intention and attitude. This study explores this influence by involving several factors of influencer’s characteristics on both consumers’ attitude and intention. Also, a moderation role of vloggers as a new emerging marketing tool is also examined in this research. To conduct this research and achieve its key objective, the study uses a quantitative research method to collect data from TikTok users which has also become a more worldwide favorable web device for short videos. PLS-SEM method is conducted in the phase of analysis and the results show a significant influence of the hypothesized research model except the influence of source relatability on consumer attitude and the moderating role of vloggers on consumer intention. The research findings provided unsurprisingly implications and supported the existing related literature in this field but contribute to cover the research knowledge gap through the integrated new model including numerous variables that have not been examined previously together in a unique framework.