|
The Mediating Role of Trustworthiness in Influencer Marketing of Food Products |
|---|---|
| รหัสดีโอไอ | |
| Creator | Lokweetpun Suprawan |
| Title | The Mediating Role of Trustworthiness in Influencer Marketing of Food Products |
| Publisher | Bangkok University |
| Publication Year | 2564 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 62 - 74 |
| Keyword | Influencer Marketing, Trustworthiness, Brand Trust, Authenticity, Social Media Influencer |
| URL Website | http://ajmi.stamford.edu |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | There has been a growing interest in the role of influencers in the marketing of products and services, in particular in the extent to which they canbe trusted and canaffect the behavior of consumers toward a particular productor service. This studyfocuses on this issue in the contest of the food sectorand one prominent social network sites, Instagram (IG). Specifically, itaims to (i) examine the relationships between interactivity, authenticity, trustworthiness, brand trust and willingness to buy food products from IG stores;and (ii) investigatethemediatingeffect of trustworthiness on the relationship of interactivity, authenticity, and onbrand trustin IG stores. Data was collected from 380 respondents, mostly young females, who areIG users in the Bangkok area. Descriptive statistics and structural equation modelling (SEM) were used to test the hypotheses. Findings indicate thatwhile most of the respondents actively follow influencers on IG, they are not as active following specific IG stores. All proposed hypotheses wereacceptedexcept one as the direct effects of influencer interactivity and authenticity on brand trust in IG storeswere found to be insignificant. It was alsofound that the relationship between influencer interactivity, authenticity, and brand trust in IG storesis fully mediated by the trustworthiness offollowers in influencers. |
