Mothers know best: The impact of a social media influencer on purchase intention as mediated by consumer attitude

• Main Author: Era, Jose Rommel B.
• Format: text
• Published: Animo Repository 2020
• Subjects: Consumers—Attitudes; Internet personalities; Online manipulation; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9480
• Institution: De La Salle University

Considering the significant implications of social media influencers as brand endorsers, companies are now adapting to the rising social media trend. Companies compete with one another on who captures the most attention on social media, through digital campaigns and communications. The present study focuses on the marketing direction that a Philippine poultry integrator intends to address. The study highlights the impact of the advertising effectiveness of its online influencer on the attitude and purchase intention of consumers towards the TFPC brand. Particularly, source credibility, source attractiveness, product match-up, and meaning transfer are used as predictors of purchase intention. Consumer attitude is examined as a potential mediator underlying this relationship. Regression analysis was applied to examine the relationship between advertising effectiveness and purchase intention. The test of mediation was applied to examine if consumer attitude will mediate the underlying relationship. Results of the study prove that source credibility and source attractiveness significantly impact purchase intention. However, product match-up and meaning transfer did not significantly impact purchase intention. Lastly, the results of the study prove that consumer attitude significantly mediates the impact of source credibility and source attractiveness on purchase intention. The present study provides recommendations, implications, and areas for future research.