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The Effect of Homophily and Expertise on Purchase Intention Luxury Cars on Youtube Platform Users
Abstract
Social Media influencer is one of the primary keys in the advertising industry, which provides more impetus to increase consumers' sense of homophily towards brands. This is assisted by the level of expertise possessed by SMI, which is in accordance with the brand identity and elements owned by the brand. The level of homophily and expertise can increase image satisfaction and advertising trust in building a sense of emotional connection and shared values between consumers and brands. This interpersonal feeling can be interpreted as a self-brand connection where consumers with a high sense of connection will increase the consumer's desire to buy and feel the benefits provided by product consumption emotionally or practically. This research focuses on the luxury car industry, which is often promoted through social media influencers on the YouTube platform. The use of the YouTube platform has the right features to provide information through audio, visuals, and also the right duration in promoting luxury cars. Respondents who were targeted using non-probability sampling also had specific criteria where Respondents were Youtube users who had watched automotive YouTuber content and recognized SMI luxury cars on Youtube.
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This study aims to understand how the characteristics of the luxury brand influencer and consumer need satisfaction positively affect the self-brand connection. It also attempts to understand the relationship between self-brand connection and word-of-mouth intention. This study also investigates the moderating effect of self-identification and product fit as control variables. The hypothesis and research model in this study are established through a literature review. Furthermore, 500 consumers who use the Internet and social networking services participated in this study. The statistical package and structural equation analysis program were used to test the hypothesis. The results from analyzing the hypothesis established in this study are as follows: The influencer’s characteristics, such as attractiveness, expertise, and reliability were found to have a positive effect on the self-brand connection. The study also investigated that autonomy, as a component of consumer need satisfaction, did not positively affect the self-brand connection. However, relatedness and competence positively affected the self-brand connection. The self-identification and product fit have moderating effects when influencers’ characteristics and consumer need satisfaction affect the self-brand connection. It was confirmed that there was an interaction effect between the high and low groups for all modulating variables. The implications of the study were mentioned from a sustainability perspective in the implications at the end of the paper.
This study aims to analyze the effect of brand identity and brand image on brand satisfaction and brand loyalty of silverqueen chocolate products in Samarinda City. A quantitative approach using path analysis processed with IBM SPSS 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. A total of 132 respondents who had consumed Silverqueen chocolate in Samarinda were the samples in this study. The measurement scale uses a Likert scale with a score of 1 - 5. In the beginning, validity and reliability tests are carried out on the research instrument, then estimation tests and structural model fit tests are conducted. The results showed that brand identity and brand image had a significant effect on brand satisfaction and had no significant effect on brand loyalty. Likewise, brand satisfaction has no significant effect on brand loyalty. The results of this study state that brand variables that affect brand satisfaction will not automatically encourage brand loyalty.
The Master Thesis analyzed the luxury automotive sector formalizing a definition and proposing a classification of customers, based on their attitude. The research analyzed the main strategies in the field of marketing and supply chain, highlighting the ma in differences with the theoretical models.
Objective : The increasing influence of YouTube vloggers on consumer purchase behaviour and the specificity of the vloggers _ viewers/subscribers relationship are under-researched. Addressing this gap in knowledge, this paper explores the role of vloggers as brand influencers on consumer (their viewers) purchase behaviour. It aims to investigate the interaction between vloggers and viewers/subscribers in terms of brand awareness and consumers’ purchase behaviour.
Methodology : A mixed-method approach (often connected with netnography) incorporated non-participant observation of vloggers’ activities and vloggers-viewers interactions within selected popular vlogs, supported by an online survey with both vloggers and viewers.
Findings : We have observed specific brand endorsements and experiences, depending on the vloggers’ context, leading to both positive and negative feedback. This interaction and the consistently positive perception of reasons behind the vloggers’ choice of the endorsed brands underpin the credibility of the vloggers – viewers/subscribers relationship.
Value added : Our results show not only the significance of vloggers as brand influencers, providing their audiences information perceived as trustworthy and convincing in terms of purchase recommendations but also explore the factors affecting this process.
Recommendations : This research directed our attention into the viewer-viewer interaction on the vlogs platforms. It is a very dynamic and challenging (difficult to control) part of vlog marketing activities (including various eWOM aspects) which can be very influential in the analysed context and stays a task for the future research.
Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by influencers – social media creators with loyal audiences. The aim of this paper is to investigate the impact that infl uencers on Yotube and Instagram have on consumer behaviour. The research method employed in this study was a quantitative survey on the sample of 160 social media users. 160 individuals answered an online questionnaire. The results of the survey showed that Instabloggers and YouTubers are seen as a credible source of information and consumers find them trustworthy. Moreover, positive reviews on YouTube and pictures posted on Instagram affect consumers buying decisions. The results of the research suggest that engaging influencers to collaborate with brands is a new effective marketing tool which is especially efficient in reaching young people who use social media every day. Collaboration with influencers can result in gaining new customers, sharing positive information about new products and increasing sales.
JEL classification: M31, M37
Keywords: influencers, consumer behaviour, social media.
Surveys of nearly 2,500 Americans, conducted during a measles outbreak, suggest that users of traditional media are less likely to be misinformed about vaccines than social media users. Results also suggest that an individual’s level of trust in medical experts affects the likelihood that a person’s beliefs about vaccination will change.
The purpose of the research was to investigate when consumers concurrently select a range of retail products online, what percentage of products need country of origin (COO) identification. Moreover, will COO information seeking positively moderate the relationship between homophily and product satisfaction. Participants were recruited through an online survey platform (MTurk). The results appear to be the first to quantify the number of retail products within a basket that need some form of country of origin (COO) identification. Electronic word of mouth (eWOM, e-reviews) has become an important factor in the purchasing process for consumers. When COO information is unavailable, consumers will search online reviews to determine the COO of products. When reading the e-reviews, consumers will also evaluate the reviewer and the similarities they share. If they are not similar (low in homophily) their satisfaction with the product is low. By contrast, when homophily is high, product satisfaction is high. Specifically, as homophily increases, an individuals' need for COO information seeking has a positive moderating effect on their perceived product satisfaction. Online retailers promoting their products could benefit from sales increases due to their ability to provide COO information at a low cost, which in turn, provides ease, peace of mind and purchase satisfaction for consumers.
Purpose
This research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.
Design/methodology/approach
Using a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.
Findings
This study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.
Originality/value
By distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.
This research investigates the relationship among product risk, financial risk, security risk, privacy risk, perceived satisfaction, and purchase intention. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 306 customers using confirmatory factor analysis and structural equation modeling. The results showed that product risk, financial risk, security risk, and privacy risk impacted on perceived satisfaction. Besides, product risk, privacy risk, and perceived satisfaction influenced purchase intentions. Thus, this study focused on the influences of product risk, financial risk, security risk, and privacy risk on their cognitive attitudes toward websites. That means the more consumer perceive security, the more they avoid shopping online. The study is important to show how perceived risk affects online shopping behaviors, and it invites marketers to make necessary adjustments to prevent perceived risks to increase and online shopping to decrease. The findings of this study suggest the creation of a framework on the effect of perceived risk types on online shopping. Managers need to take perceived risks into account when designing their electronic marketing channels. In addition, shopping websites should strengthen their transaction security by appropriately using various available resources and new information technologies.
This research contributes to customer satisfaction knowledge with regard to accommodation in South Africa whose star grading differs. A multi-group analysis and an importance-performance map analysis by means of PLS-SEM allow us to differentiate between service quality performance scores and their influences on customer satisfaction across accommodation with a different star grading. The two most important predictors of satisfaction with one-star and two-star category accommodation are the accommodation infrastructure and the employee expertise. Both predictors were found to have relatively low levels of performance. Safety and security and room quality are two significant determinants of satisfaction with three-star establishments, although they under-perform with regard to safety and security. In respect of four-star and five-star accommodation, waiting time and customer interaction, both of which have above average performance scores, influence customer satisfaction. We provide specific guidelines for managerial interventions to improve service quality and guests’ satisfaction for each grading category.
With the spread of smartphones and the growth of Internet retailing, new possibilities for social commerce have opened up within existing social network services (SNSs). Within SNSs, any individual can sell and promote goods as a retailer. Therefore, unlike in other electronic commerce, consumers' trust in the individual vendor has become important, and now the individual vendors can make their customers loyal to them rather than to the platform. For the purpose, in this study we determine whether the trust of both platform and individual vendor affects customers' attitudes and accumulates customer loyalty. In addition, we categorize word-of-mouth into heuristic and systematic groups and investigate the effect of those factors on the intention to buy and on actual purchasing behavior. The results show that the individual vendor's trust has no significant effect but customer loyalty is accumulated by individual vendors. In addition, heuristic factors have a significant effect on purchasing behavior, whereas systematic factors have a significant effect on attitude and intention to buy.
This study set out to examine the effect of Internet service quality on consumers’ purchasing behavior by focusing on the mediating role of consumers’ satisfaction, attitude, and online purchase intention. The statistical population involved the citizens of Ardebil, Iran. A total of 540 survey copies were distributed among the target participants. At the end, 417 appropriately completed surveys were collected and the data were analyzed using SPSS and SmartPLS. The results showed that Internet service quality significantly influenced consumer satisfaction. Conversely, technical, structural, and information-based factors had no considerable impact on consumer satisfaction. Internet service security, however, had a significant effect on consumer satisfaction. Further, consumers’ satisfaction significantly affected their attitude toward Internet purchase. It was also discovered that Internet purchase intention had a significant effect on Internet purchase behavior. Additionally, Internet purchase intention mediated the relationship between Internet purchase attitude and Internet purchase behavior. Thus, Internet service quality measurably influences Internet purchase behavior.
Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibility, increase community commitment. Perceived similarity and source credibility exhibit bias effects on information quality. Community commitment affects participation and brand loyalty, which is also influenced by participation. We expect that this research can contribute to the existing literature and provide marketers with important practical suggestions.
When Marie Antoinette supposedly said “let them eat cake”, she was seen as a luxury junkie who’s out of control spending grated on the poor and unfortunate French people. But today, cake has become one of our favourite luxury foods. A revolution has taken place where individuals in the world have got richer. Luxury is no longer the embrace of the kings and queens of France but the mass marketing phenomenon of everyday life. Simply put, luxury has become luxurincation of the commonplace (Berry, 1994; Twitchell, 2001). The word luxury is derived from luxus, meaning sensuality, splendour, pomp and its derivative luxuria, means extravagance, riot and so on. The rise of the luxury in Western society is associated with increasing affluence and consumption. It is a phenomenon that has been creeping up in society for hundreds of years. At the turn of the twentieth century, it was Thorsten Velben (1899) who coined the term “conspicuous consumption” in his theory of the leisure class. Veblen’s argument is based upon the belief that as wealth spreads, what drives consumers’ behaviour is increasingly neither subsistence nor comfort but the “attainment of esteem and envy of fellow men”. Because male wage earners are too circumspect to indulge themselves, they deposit consumption on surrogates. Vicarious ostentation is observed in Victorian men who encouraged their wives and daughters to wear complicated trappings of wealth.
The present study integrated the theory of planned behavior, technology acceptance model, and Palka et al.'s (2009) viral marketing model to examine U.S. consumers’ online video sharing attitudes, intent, and behavior. Two online surveys of 318 U.S. college students and 370 U.S. general consumers were conducted consecutively in April 2012 and May 2012 to strengthen the study's reliability and validity. Results show that perceived pleasure and cost served as important predictors of online video sharing attitudes among college students and general consumers. Their intent to share online videos was predicted by perceived pleasure and normative influences, attitudes, and social media use. The number of online videos they shared was determined by online video consumption, intenteh, normative influences, and social media use. Sharing of online videos is different from sharing other online content in that perceived utilities and behavioral control do not really matter. The findings carry important implications for academic researchers, online marketers, and video publishers.
The prevalence of social media has provided consumers with many opportunities to post online reviews on a wide range of products on the Internet. In this study, we attempt to investigate the moderating effect of inconsistent reviews (i.e., a mix of positive and negative reviews) on consumers’ purchase decision. We further examine whether the effect will differ from female to male consumers.
We explain the moderating effect and its gender differences based on the theory of reasoned action, trust literature, and information processing literature. The research hypotheses are empirically tested in a laboratory experiment using structural equation modeling approach. Our findings show that consumers’ cognitive trust to online retailers affects emotional trust, which further leads to purchase intention. When consumers are exposed to inconsistent reviews, the influence of emotional trust on purchase intention is significantly stronger. Moreover, the moderating effect of inconsistent reviews is stronger for female consumers than for male consumers. We expect that this study can enrich the understanding of how inconsistent reviews play a role in consumers’ online shopping decision. Online retailers may apply our findings and leverage the influence of online consumer reviews in social media. Implications for both researchers and practitioners are discussed.
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