Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands?

Authors
Mega Indira Pambudi1, Serli Wijaya1, *, Ferry Jaolis1
1Petra Christian University, Surabaya, Indonesia
*Corresponding author. Email: serliw@petra.ac.id
Corresponding Author
Serli Wijaya
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_102How to use a DOI?
Keywords
Influencer credibility; Advertising content value; Brand trust; Behavioral intention; Collaboration
Abstract

Instagram is one of the top three most popular social media platforms in Indonesia. Nowadays, many local brand owners collaborate with influencers to promote products or services sold through Instagram. This study examines the extent to which influencer credibility and advertising content value are shared to create brand trust and consumer behavioral intention. The online survey was distributed to 206 followers of three female Indonesian fashion influencers with at least four hundred thousand followers on Instagram. The results show that influencer credibility and advertising content significantly and directly influence brand trust towards Indonesian fashion products promoted by influencers. Brand trust also significantly and directly influences the followers’ behavioral intentions. However, the influencer’s credibility and his advertising content value indirectly influence the followers’ behavioral intentions through brand trust. These findings indicate that brands under influencer endorsements must first earn trust from the followers prior to encouraging their behavioral intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_102How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mega Indira Pambudi
AU  - Serli Wijaya
AU  - Ferry Jaolis
PY  - 2022
DA  - 2022/12/05
TI  - Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands?
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 814
EP  - 824
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_102
DO  - 10.2991/978-94-6463-008-4_102
ID  - Pambudi2022
ER  -