000112037 001__ 112037
000112037 005__ 20230519145548.0
000112037 0247_ $$2doi$$a10.1016/j.jretconser.2021.102585
000112037 0248_ $$2sideral$$a127115
000112037 037__ $$aART-2021-127115
000112037 041__ $$aeng
000112037 100__ $$0(orcid)0000-0002-2291-1409$$aBelanche D.$$uUniversidad de Zaragoza
000112037 245__ $$aBuilding influencers'' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer
000112037 260__ $$c2021
000112037 5060_ $$aAccess copy available to the general public$$fUnrestricted
000112037 5203_ $$aCollaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers'' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers'' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers'' promotional actions affect their credibility, and followers'' attitudes and behavioral responses toward the influencer (i.e., to continue following, imitate, and recommend them to other users). A study addressed to the followers of a popular influencer was carried out to test the research model. The results showed that perceived influencer-product congruence positively affects followers'' perceptions of the credibility of, and attitude toward, influencers, and negatively affects perceptions of paid communication. Followers'' perceptions that influencers have been paid to take part in promotional activities harms their credibility; however, credibility is essential for generating positive attitudes toward the influencer. Finally, both perceived credibility and attitude foster positive behavioral responses toward the influencer; influencers must enhance these factors to retain their influencing capacity. This research provides managerial implications for influencers and brands that can help enhance followers’ experiences when exposed to promotions on social media.
000112037 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group$$9info:eu-repo/grantAgreement/ES/MCIU/PID2019-105468RB-I00
000112037 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000112037 590__ $$a10.972$$b2021
000112037 592__ $$a2.261$$b2021
000112037 594__ $$a11.4$$b2021
000112037 591__ $$aBUSINESS$$b16 / 155 = 0.103$$c2021$$dQ1$$eT1
000112037 593__ $$aMarketing$$c2021$$dQ1
000112037 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000112037 700__ $$0(orcid)0000-0002-9643-2814$$aCasaló L.V.$$uUniversidad de Zaragoza
000112037 700__ $$0(orcid)0000-0002-1232-9706$$aFlavián M.$$uUniversidad de Zaragoza
000112037 700__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez S.$$uUniversidad de Zaragoza
000112037 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000112037 773__ $$g61 (2021), 102585 [11 pp]$$pJ. retail. consum. serv.$$tJournal of Retailing and Consumer Services$$x0969-6989
000112037 8564_ $$s1865776$$uhttps://zaguan.unizar.es/record/112037/files/texto_completo.pdf$$yVersión publicada
000112037 8564_ $$s2827642$$uhttps://zaguan.unizar.es/record/112037/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000112037 909CO $$ooai:zaguan.unizar.es:112037$$particulos$$pdriver
000112037 951__ $$a2023-05-18-15:48:07
000112037 980__ $$aARTICLE