IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v49y2019icp366-376.html
   My bibliography  Save this article

The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention

Author

Listed:
  • Jiménez-Castillo, David
  • Sánchez-Fernández, Raquel

Abstract

Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how effective digital influencers are in recommending brands via electronic word-of-mouth by examining whether the potential influence they have on their followers may affect brand engagement in self-concept, brand expected value and intention to purchase recommended brands. The results from a sample of 280 followers show that the perceived influential power of digital influencers not only helps to generate engagement but also increases expected value and behavioral intention regarding the recommended brands. Moreover, brand engagement in self-concept raises brand expected value and both variables also affect the intention to purchase recommended brands. The study contributes to a deeper understanding of the persuasive power of digital influencers, which is still limited. It can be also useful for companies when developing their own social media communication strategy.

Suggested Citation

  • Jiménez-Castillo, David & Sánchez-Fernández, Raquel, 2019. "The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention," International Journal of Information Management, Elsevier, vol. 49(C), pages 366-376.
    • Handle: RePEc:eee:ininma:v:49:y:2019:i:c:p:366-376
    DOI: 10.1016/j.ijinfomgt.2019.07.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401219301653
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijinfomgt.2019.07.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fernandes, Teresa & Nettleship, Heather & Pinto, Luísa Helena, 2022. "Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Zhang, Min & Zhang, Dongxin & Zhang, Yin & Yeager, Kristin & Fields, Taylor N., 2023. "An exploratory study of Twitter metrics for measuring user influence," Journal of Informetrics, Elsevier, vol. 17(4).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:49:y:2019:i:c:p:366-376. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.