ROLE OF SOCIAL MEDIA INFLUENCERS' (SMI'S) CONTENT VALUE IN INFLUENCING CUSTOMER ATTITUDE AND PURCHASE INTENTION

Abstract

Brands increasingly utilize SMIs to promote their products/services at a lower price than if they hired a celebrity. Through social media and SMIs, these brands can communicate a more customized and targeted message to a specific audience, resulting in a greater reach and response from the appropriate audience. In this regard, the value and quality of content produced by SMIs are crucial. Using data from 156 respondents/social media users from Saudi Arabia, this study investigates the role of SMI-generated content in generating outcomes such as attitudes toward sponsored content and purchase intent. In addition, the mediating role of attitude toward sponsored content and the moderating role of prior product/service experience are examined. The study contributes to the literature by evaluating a comprehensive framework of the effectiveness of social media influencer marketing by combining measures of content quality and their influence on consumer outcomes.