Journal article
"Informers" or "entertainers": The effect of social media influencers on consumers' green consumption
Journal of retailing and consumer services, Vol.77, pp.1-8
03/01/2024
DOI: 10.1016/j.jretconser.2023.103647
Abstract
This research examines the impact of social media influencers on green product purchasing intentions through three studies. Study 1 (N = 195) identifies a consumer preference for informers over entertainers as influencers. Study 2 (N = 196) establishes trust as a key mediator in this process. Study 3 (N = 197) finds that the effectiveness of influencers depends on the match between influencer type and endorsement style, whereby entertainers (informers) foster trust and purchase intentions with an explicit (implicit) endorsement style. The findings offer insights for marketers in leveraging influencers for promoting green products.
Details
- Title: Subtitle
- "Informers" or "entertainers": The effect of social media influencers on consumers' green consumption
- Creators
- Xiaowen Zhao - Shandong University of TechnologyZhenzhong Zhu - Shandong University of TechnologyMinghui Shan - Shandong University of TechnologyRui Cao - Shandong University of TechnologyHaipeng (Allan) Chen - University of Kentucky
- Resource Type
- Journal article
- Publication Details
- Journal of retailing and consumer services, Vol.77, pp.1-8
- Publisher
- Elsevier
- DOI
- 10.1016/j.jretconser.2023.103647
- ISSN
- 0969-6989
- eISSN
- 1873-1384
- Number of pages
- 8
- Grant note
- ZR2021MG036 / The "Shandong Provincial Natural Science Foundation" of China ZR2023G117 / The "Shandong Provincial Natural Science Foundation Youth Fund" of China
- Language
- English
- Date published
- 03/01/2024
- Academic Unit
- Marketing
- Record Identifier
- 9984618633102771
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