Start Date
16-8-2018 12:00 AM
Description
Companies spend an increasing amount of money in influencer marketing, whereby individuals with a sizable social network of follower endorse products of companies. Companies hope that the influencers, who promote the products, generate purchase intention for their followers. In this study, we draw on existing literature and apply a fuzzy set Qualitative Comparative Analysis (fsQCA) to evaluate which configurations of the perceptions of the ad, the perceptions of the influencer and the perceptions of the product generate purchase intention. We reveal two distinct configurations, that explain how the different perceptions work together and generate purchase intention. We thereby contribute to theory by revealing that not one, but two different configurations of perceptions generate purchase intention. We provide practical insights for companies and for influencers, as credibility of the influencer has a strong causal relationship with purchase intention. Additionally, we provide evidence that ad disclosure does not harm purchase intention.
Recommended Citation
Müller, Lea; Mattke, Jens; and Maier, Christian, "#Sponsored #Ad: Exploring the Effect of Influencer Marketing on Purchase Intention" (2018). AMCIS 2018 Proceedings. 29.
https://aisel.aisnet.org/amcis2018/DataScience/Presentations/29
#Sponsored #Ad: Exploring the Effect of Influencer Marketing on Purchase Intention
Companies spend an increasing amount of money in influencer marketing, whereby individuals with a sizable social network of follower endorse products of companies. Companies hope that the influencers, who promote the products, generate purchase intention for their followers. In this study, we draw on existing literature and apply a fuzzy set Qualitative Comparative Analysis (fsQCA) to evaluate which configurations of the perceptions of the ad, the perceptions of the influencer and the perceptions of the product generate purchase intention. We reveal two distinct configurations, that explain how the different perceptions work together and generate purchase intention. We thereby contribute to theory by revealing that not one, but two different configurations of perceptions generate purchase intention. We provide practical insights for companies and for influencers, as credibility of the influencer has a strong causal relationship with purchase intention. Additionally, we provide evidence that ad disclosure does not harm purchase intention.