Antecedents and Influence of Social Media Influencers’ Credibility on Brand Attitude: Findings from PLS-SEM and NCA

asriwn — Tue, 20 May 2025 07:27:06 +0000

Nowadays, it is common to engage social media influencers (SMIs) in social marketing to promote brands and products. Nevertheless, the effect of influencer marketing in Malaysia, especially the credibility of SMIs and its impact on brand attitude, has not been subject to much discussion. Therefore, the goal of this study is to examine the antecedent credibility of SMIs in social media marketing campaigns, which leads to brand attitude, particularly among Malaysian Generation Y and Z. This study targeted Generation Y and Z in the Klang Valley, Malaysia. An online survey was conducted using convenience and purposive sampling techniques. The collected data were analysed using to determine the critical factors that contribute to the outcome. The PLS-SEM estimation results show that similarity, expertise, likeability, argument quality and trustworthiness significantly influence SMIs’ credibility, which in turn affects the positive brand attitude. The NCA results also suggest that these factors are significant contributors to credibility. Notably, both argument quality and likeability are two factors that have a large effect on credibility. This study adds to the body of knowledge to assist a better understanding of the antecedent influence of credibility and to confirm the significant factors which contribute to credibility, leading to brand attitude. Methodologically, PLS-SEM and NCA approaches were used in this study to confirm the hypotheses. From a managerial perspective, this study offers several strategies to build the credibility of influencers and promote business sustainability through brand attitude.

Cognition and Emotion: Exploration on Consumers Response to Advertisement and Brand

khairul23 — Fri, 07 Oct 2022 03:20:10 +0000

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theory of Memory and Emotion (ANTME) within the framework of the Elaboration Likelihood Model (ELM). Adopting experimental method, the results confirmed most of our hypotheses. In four experimental studies via the purposive sampling method, undergraduate students were invited to volunteer in the experiments (N = 389). Study 1 (n = 60) established ELM as a framework within the sampling frame. The results indicate that individuals’ difference in the need for cognition (NFC) evaluate both ad and brand differently. In study 2 (n = 131), despite having elicited positive and negative mood valence, none of the moods successfully boost the evaluations of ads and brands for either low or high NFC individuals. In study 3 (n = 129), the results indicate that only intense positive mood successfully garner favourable brand evaluation. Lastly, in study 4 (n = 69), the results reveal that prior exposure to a humourous stimulus (i.e., comic strip) affects ad evaluation only. This research offers some theoretical contributions to the establishment of cognition as drivers to information processing and ELM attitude formation; and insights into consumers’ cognitive-emotional attempts in response to advertising and brands which may become an input for advertisers, brand builders and marketing firms to design more innovative and impactful advertising campaigns for a sustainable IMC. Further, it could assist policymakers and regulators in improving the existing advertising guidelines and policies in Malaysia.

brand attitude – Jurnal Pengurusan

Antecedents and Influence of Social Media Influencers’ Credibility on Brand Attitude: Findings from PLS-SEM and NCA

Cognition and Emotion: Exploration on Consumers Response to Advertisement and Brand