Investigating the Impact of Influencers Credibility and Attractiveness on Consumers’ Brand Love. A study of Social Media Influencers in Egypt

نوع المستند : المقالة الأصلية

المؤلف

الأكاديمية العربية للعلوم والتكنولوجيا والنقل البحري, الاسكندرية مصر

المستخلص

This article examines how brand love is developed through social media influencers on social media. Specifically, it investigates the effect of five characteristics of these influencers on the development of brand love. These characteristics include trustworthiness, expertise, likeability, familiarity and similarity. In the current study, a quantitative research approach was adopted in data collection. The article depended on an online questionnaire that was formulated with the aid of validated scales from the previous research in the marketing literature. The analysis was performed by using Partial least square structural equation modeling with the aid of SmartPLS 4.0. The findings showed that the five characteristics of social media influencers which are trustworthiness, expertise, likeability, familiarity and similarity, had a positive effect on brand love development. The study contributes by suggesting a conceptual model for developing brand love by adopting social media influencers in marketing. It also gives some guidelines for marketers when using influencers on social media in connecting with customers with the aim of developing brand love.
Key words: Brand Love; Influencers; Social Media, Egypt; Credibility; Attractiveness.

الكلمات الرئيسية

مجلة البحوث المالية والتجارية
المجلد 26، العدد 2 - الرقم المسلسل للعدد 1
الجزءالثالث: أبحاث متخصصة في إدارة الأعمال
إبريل 2025
الصفحة 822-857

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