Short answer

When designing influencer marketing campaigns, prioritize influencers whose perceived kindness and credibility align with the specific influencer tier (macro vs. mega) and the desired marketing objective.

Field: Innovation & Markets
Source: European Journal of Management and Business Economics (2023)
Method: Experimental research
Sample: 190 participants
Evidence: Strong effect

The perceived kindness and credibility of social media influencers, along with the quality of their content, directly influence consumer well-being, which in turn drives purchase intentions. This innovation & markets research insight is drawn from a 2023 study published in European Journal of Management and Business Economics. Using Experimental research with 190 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing influencer marketing campaigns, prioritize influencers whose perceived kindness and credibility align with the specific influencer tier (macro vs. mega) and the desired marketing objective.

Study

Innovation & MarketsRecentStrong effect

Influencer kindness and credibility significantly impact consumer well-being and purchase intent

The perceived kindness and credibility of social media influencers, along with the quality of their content, directly influence consumer well-being, which in turn drives purchase intentions.

European Journal of Management and Business Economics · 2023

Key Findings

01Argument quality, source credibility, and influencer kindness positively predict consumer well-being.
02Consumer well-being positively predicts purchase intention.
03Source credibility is more impactful for mega-influencers, while kindness is more crucial for macro-influencers.

Application

Design takeaway

How to apply

When briefing influencers, emphasize the importance of authentic connection and high-quality content that resonates positively with their audience's well-being.

Project actions

01Consider how the 'likability' and 'trustworthiness' of a product's presenter might affect a user's perception of the product itself.
02Explore how different levels of influence (e.g., micro vs. macro) might change the dynamics of persuasion.

Method & Evidence

AimTo investigate how social media influencer characteristics (argument quality, source credibility, and kindness) affect consumer well-being and subsequently influence purchase intention, differentiating between macro and mega-influencers.

MethodExperimental research

ProcedureA between-subjects experiment was conducted where participants were exposed to content from either macro or mega-influencers. Data was collected and analyzed using SmartPLS 3.3 for multigroup analyses to test the proposed hypotheses regarding the impact of influencer attributes on consumer well-being and purchase intention.

Sample190 participants

ContextSocial media marketing, influencer marketing, consumer psychology

Variables

IV["Argument quality","Source credibility","Influencer kindness","Influencer tier (macro vs. mega)"]

DV["Consumer well-being","Purchase intention"]

CV["Platform (TikTok)","Type of product being promoted","Demographics of participants"]

Strengths & Limitations

Strengths

+Extends the Elaboration Likelihood Model (ELM) by incorporating influencer kindness.
+Provides a comparative analysis between macro and mega-influencers.

Limitations

The experiment might not fully capture the long-term effects of influencer marketing on consumer well-being or purchase habits.

Reliability & validity

The use of a controlled experiment with quantitative analysis enhances internal validity. However, the generalizability of findings to real-world, uncontrolled social media environments might affect external validity. Reliability would depend on consistent measurement of well-being and purchase intention.

Think critically

To what extent does the platform (e.g., TikTok vs. Instagram) mediate the impact of influencer characteristics on consumer well-being and purchase intention?

Design Principles

"Consumer well-being is a critical mediator in the influencer marketing funnel; foster it through authentic and trustworthy influencer-consumer interactions."

Understanding the psychological drivers behind consumer engagement with influencers is crucial for developing effective marketing strategies. This research highlights that beyond mere reach, the relational and trustworthiness aspects of influencer-consumer interactions are key to fostering positive brand perception and driving sales.

What This Means for Your Design

This study shows that people are more likely to buy things if they feel good about the influencer promoting them. Influencers who are nice and trustworthy, and make good content, make people feel better, which leads to more sales. It matters if the influencer is big or small – big ones need to be more believable, while smaller ones need to be more friendly.

How to use in your project

1.Reference this study when discussing the psychological impact of promotional content or the selection criteria for brand ambassadors in your design project.

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Quick Cite

Paragraph starter

Research indicates that the perceived kindness and credibility of social media influencers, alongside the quality of their content, significantly impact consumer well-being, which in turn positively influences purchase intention. This effect is nuanced, with credibility being more critical for mega-influencers and kindness for macro-influencers, suggesting a strategic approach to influencer selection based on their tier and desired persuasive outcome.

Source

European Journal of Management and Business Economics

Impact of social media influencers on consumers' well-being and purchase intention: a TikTok perspective

journal · 2023

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Questions About This Research

What does the research say about influencer kindness and credibility significantly impact consumer well-being and purchase intent?: When designing influencer marketing campaigns, prioritize influencers whose perceived kindness and credibility align with the specific influencer tier (macro vs. mega) and the desired marketing objective. Evidence: European Journal of Management and Business Economics (2023).
Why does "Influencer kindness and credibility significantly impact consumer well-being and purchase intent" matter for design?: Understanding the psychological drivers behind consumer engagement with influencers is crucial for developing effective marketing strategies. This research highlights that beyond mere reach, the relational and trustworthiness aspects of influencer-consumer interactions are key to fostering positive brand perception and driving sales.
How can designers apply this research?: When designing influencer marketing campaigns, prioritize influencers whose perceived kindness and credibility align with the specific influencer tier (macro vs. mega) and the desired marketing objective.
What were the main findings?: Argument quality, source credibility, and influencer kindness positively predict consumer well-being.. Consumer well-being positively predicts purchase intention.. Source credibility is more impactful for mega-influencers, while kindness is more crucial for macro-influencers.
What research method was used?: Experimental research with 190 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from European Journal of Management and Business Economics.
What should I do differently in my next project?: When briefing influencers, emphasize the importance of authentic connection and high-quality content that resonates positively with their audience's well-being.
What are the limitations?: The study's focus on TikTok may limit generalizability to other social media platforms. The distinction between macro and mega-influencers could be further refined.