Social Media Influencer Endorsement: How Attitude Towards Endorsement Affects Brand Attitude

Lakshmi Satya Rayasam, Varsha Khattri

Source Title: International Journal of Online Marketing (IJOM)12(1)

ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781683182450|DOI: 10.4018/IJOM.299403

MLA

Rayasam, Lakshmi Satya, and Varsha Khattri. "Social Media Influencer Endorsement: How Attitude Towards Endorsement Affects Brand Attitude." IJOM vol.12, no.1 2022: pp.1-14. http://doi.org/10.4018/IJOM.299403

APA

Rayasam, L. S. & Khattri, V. (2022). Social Media Influencer Endorsement: How Attitude Towards Endorsement Affects Brand Attitude. International Journal of Online Marketing (IJOM), 12(1), 1-14. http://doi.org/10.4018/IJOM.299403

Chicago

Rayasam, Lakshmi Satya, and Varsha Khattri. "Social Media Influencer Endorsement: How Attitude Towards Endorsement Affects Brand Attitude," International Journal of Online Marketing (IJOM) 12, no.1: 1-14. http://doi.org/10.4018/IJOM.299403

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Abstract

This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous studies of endorsements, factors, which affect the brand attitude, were chosen. The factors are trust and expertise from the source credibility model, follower ratio, brand congruency with the influencer personality, and sponsorship disclosure. Primary data was collected using a structured survey of 220 respondents. The analysis was performed using Preacher and Hayes Mediation model 4 and multiple linear regression. From the results of the path and mediation analysis, it is concluded that there is a mediation effect on brand attitude by expertise, brand congruency, and follower ratio. The research helps digital marketers to choose collaborations with social media influencers more effectively to create a positive brand attitude.