"Informers" or "entertainers": The effect of social media influencers on consumers' green consumption

被引：10

作者：

Zhao, Xiaowen ^{[1
]}

Zhu, Zhenzhong ^{[1
]}

Shan, Minghui ^{[1
]}

Cao, Rui ^{[2
]}

Chen, Haipeng ^{[3
]}

机构：

[1] Shandong Univ Technol, Business Sch, Zibo 255000, Shandong, Peoples R China

[2] Shandong Univ Technol, Off Int Exchange & Cooperat, Zibo 255000, Shandong, Peoples R China

[3] Univ Kentucky, Gatton Sch Business & Econ, Lexington, KY 40506 USA

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2024年 / 77卷

关键词：

Social media influencers; Endorsement style; Trust; Green products; Purchase intention; TRUST TRANSFER; COMMERCE; VIEW;

D O I：

10.1016/j.jretconser.2023.103647

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页数：8

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