The role of social media influencer characteristics on consumer behaviour

Abstract

Objectives The main objectives of this study were to identify the main characteristics of social media influencers that impact consumer behaviour and to assess the impact of the main characteristics of social media influencers on consumer behaviour. In addition, this study explored if the type of game, indie or AAA, impacts the relationship between social media influencer characteristics and consumer behaviour.

Summary Literature on influencer marketing, characteristics of social media influencer and consumer behaviour were explored to create a conceptual framework for the study. Next, a survey was created to pre-test how characteristics were perceived, which helped creating a survey to research if attractiveness and trustworthiness impacted consumer behavioural outcomes and if type of game impacts the relationship.

Conclusions Attractiveness of social media influencers was found to positively impact word- of-mouth, purchase intent, attitude towards streamer and attitude towards indie games. Trustworthiness of social media influencers was found to positively impact word-of-mouth, purchase intent, attitude towards the streamer, attitude towards indie and AAA games. Type of game did not function as a moderating variable between characteristics and consumer behaviour. Also, important traits of social media influencers were identified, which can help managers in choosing influencers for marketing purposes.