Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?

Solon Magrizos, Grigorios Lamprinakos, Yanling Fang, Dimitrios Drossos

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Abstract

In this study, we investigate the factors affecting consumers’ purchase intention toward influencers’ personal owned brands. By using the theoretical lens of the Theory of Planned Behaviour (TPB) we explore consumers’ purchase intentions towards influencers own brands and discuss the importance of previously held attitudes, subjective norms and perceived behavioural control. We further develop TPB by adding two further constructs, that of price and self-identity. The reported moderator role of self-identity in the relationship between price and purchase intention under the context of influencers’ personal owned brands suggests that the ‘fan’ status of followers makes them more tolerant to price increases. We discuss theoretical implications and offer suggestions for marketers and consumers alike.
Original languageEnglish
Pages (from-to)53-74
JournalReview of Marketing Science
Volume19
Issue number1
Early online date26 Jul 2021
DOIs
Publication statusPublished - 1 Sept 2021

Keywords

  • influencer marketing
  • own brands
  • purchase intentions
  • social media
  • TPB

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