Title: Are social media influencers effective? An analysis of information adoption by followers

Authors: Juan Sebastián Roldan-Gallego; Javier A. Sánchez-Torres; Ana Argila-Irurita; Francisco-Javier Arroyo-Cañada

Addresses: Institución Universitaria Politécnico Grancolombiano, Carrera 74 # 52 – 20, Medellín-Antioquia, Colombia ' University of Medellín, Carrera 87 No. 30 – 65, Medellín-Antioquia, Colombia ' University of Barcelona, Av. Diagonal, 690, 696 Barcelona, Spain ' University of Barcelona, Av. Diagonal, 690, 696 Barcelona, Spain

Abstract: This study explored the adoption of information offered by social media influencers to their followers, and how social media influencers affect the intention to purchase, and the ultimate purchase of products or services by their followers. The information acceptance model was applied, which addresses the characteristics of acceptance: attitude, need, quality, credibility, intention, and use of information. This model was validated through structural equation modelling based on a survey of 381 people who use social networking websites. The results indicated that all the variables of the applied model and their characteristics are directly related to the way influencers connect to their audience and the finding that the 'emotional relationship' that influencers create with their followers is key for information acceptance.

Keywords: followers; social media influencers; SMI; social networks; opinion leaders; brand positioning; digital consumer; digital strategies; predictive model; digital engagement; information acceptance model; IACM; structural equation modelling; SEM; emotional relationship.

DOI: 10.1504/IJTMKT.2023.130026

International Journal of Technology Marketing, 2023 Vol.17 No.2, pp.188 - 211

Accepted: 07 Jul 2022
Published online: 04 Apr 2023 *

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