The Impact of Source Credibility on Irish Millennials’ Brand Attitudes and Perceptions of Brand Credibility: A Study of Instagram Influencers’ Health and Fitness Endorsements
التفاصيل البيبلوغرافية
العنوان:
The Impact of Source Credibility on Irish Millennials’ Brand Attitudes and Perceptions of Brand Credibility: A Study of Instagram Influencers’ Health and Fitness Endorsements
Abidin (2016, p.3) defines influencers as micro-celebrities who gain large online followings by sharing“textual and visual narrations of their personal, everyday lives, upon which paid advertorials...arepremised”. In 2016, Djafarova and Rushworth found that consumers deem influencers as more credibleendorsers than celebrities due to their relatable and genuine nature. Furthermore, Booth and Matic (2011)claim that influencers are effective endorsers as they combine the glamour and recognition of celebritieswith the sincerity and similarity of peers. Thus, advertisers are projected to spend €2.06 billion in 2019 inorder to have influencers disseminate positive word-of-mouth to their large online followings (Asano 2018).The present research will examine fitness influencers due to their prevalence in the influencer marketingspace. This study aims to contribute to the limited body of research on digital marketing for the fitnessindustry through a quantitative investigation of the impact of source credibility upon consumer attitudes.
