From Influencers' Self-Disclosure to Purchase Intention: A Moderated-Mediation Model

Abstract

Social media influencers (SMI) have become important brands endorsers. The topic is therefore receiving increased attention, with academics striving to understand what drives influencers effectiveness. Although earlier studies focused on SMI themselves, a recent stream began examining their relational side. However, the way relational variables determine SMI effectiveness is not fully understood. As such, this study examines the impact of SMI's intimate self-disclosure on followers' intention to buy endorsed brands and the mechanisms through which the process unfolds. Drawing on PLS-SEM data from 524 SMI followers worldwide, from Generations Y and Z, the study shows how SMI relational and individual characteristics are related and jointly contribute to followers' purchase intention, contributing to a better understanding of underlying mechanisms. The study further reveals that the process is contingent to SMI's number of followers. This research adds to the literature on influencer marketing effectiveness, by showing how SMI relational and individual characteristics are related and jointly contribute to followers' purchase intention. Managerially, the study provides valuable insights to both SMI and marketers, suggesting that SMI dimension may not be enough to explain its effectiveness and should instead be coupled with a deep understanding of SMI-follower relationship.