ABSTRACT
The present chapter explores the effects of influencer communication on consumer cognitive, affective, and behavioral brand and influencer-related outcomes. According to the Persuasion Knowledge Model and the Source Credibility Theory, the influencer communication effects are mediated by consumer awareness of persuasive intent, source credibility, and authenticity. The perceived credibility and authenticity foster positive attitudes toward the promoted brands, greater purchase intention, intentions to follow the influencer, and intentions among followers to disseminate influencer content through electronic word-of-mouth.
The Congruity Theory explains that influencer-brand fit positively impacts brand attitude. Influencers that use storytelling elements are seen as more authentic and trustworthy as they foster parasocial relationships with the audience, leading to higher engagement with their sponsored posts. Micro-influencers are perceived to have higher levels of product knowledge and generate greater purchase intentions than macro-influencers, where audiences attribute greater opinion leadership. Influencer communication effects vary across social media platforms. Influencer advertising proves effective for children and adolescents. The chapter concludes with a critical assessment of current research on the effects of influencer communication and suggestions for future research directions.
