Decoding Influence Marketing: The Interplay of Credibility, Informativeness, and Entertainment in Shaping Consumer Behavior on SNS

Abstract

Given its widespread popularity among younger demographics, social media has become a prime platform for businesses to reach and engage their target audiences online. One effective strategy is to collaborate with social media influencers (SMIs), who can authentically promote products and services to their followers.  Studies show SMIs can really influence people's choices. This study investigates how social media influencers' posts influence their followers' purchasing decisions and willingness to recommend brands. A survey-based methodology is used in this study, where data is gathered from a sample of 500 active social media users. The collected data is further analyzed using structural equation modeling (SEM) with SPSS and AMOS. The novelty of this study lies in testing the simultaneous impact of information credibility, informativeness, and entertainment value on social media users' intention to purchase and spread positive word-of-mouth. Our findings have practical implications for content creators and digital marketers.