Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
Instagram influencers in Kuwait: A persuasion knowledge perspective
Journal of Digital & Social Media Marketing,
10
(4),
361-378
(2023)
Abstract
Although many studies have investigated the effectiveness of social media influencers in brand campaigns, very few of these studies have been conducted in the Middle East region. To address this gap in the literature, this study examines Instagram influencers in Kuwait. The authors develop an integrated conceptual framework based on the persuasion knowledge model to explore factors related to persuasion knowledge, topic knowledge and agent knowledge. A 2 × 2 × 2 factorial design is utilised to explore the effects of persuasion knowledge, influencer–product congruence and parasocial relationship on perceived post credibility, influencer credibility, sharing intention, brand interest and purchase intention. The effects of influencer–product congruence on sharing intention, brand interest and purchase intention are found to be significant, as are the effects of parasocial relationship on advertisement credibility, influencer credibility, brand interest and purchase intention. In addition, persuasion knowledge is found to moderate the effects of influencer–product congruence and parasocial relationship.
Keywords: Instagram; influencers; persuasion knowledge; influencer–product congruence; parasocial relationship
The full article is available to subscribers to the journal.
Author's Biography
Ahmad Alhaidar is the founder and public relations manager of Platinum Book Advertising, Publishing and Distribution. He previously worked as an adjunct faculty member at the American University of Kuwait, where his research interests focused on public relations, advertising, publishing and journalism. He earned his PhD in mass communication from the University of Southern Mississippi, and has held various positions in the fields of newspapers, radio, television and social media.
Fei Xue is a professor in the School of Media and Communication at the University of Southern Mississippi. His primary research interests are advertising message strategies, digital advertising and the social effects of advertising. He has a PhD in communication from the University of Alabama and his work has appeared in such journals as Journal of Advertising, Journal of Consumer Marketing, Asian Journal of Communication, Journal of International Consumer Marketing and Journal of Research in Interactive Marketing.
