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Psychological ownership in social media influencer marketing

   Mandy Pick (Chair of Marketing, Otto von Guericke University Magdeburg,
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Purpose

   Social media, especially social media-based influencer marketing, has
   become an important factor in consumer decision-making. Studies have
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   become an important factor in consumer decision-making. Studies have
   recently begun investigating how influencers affect consumer behaviour.
   Despite the increasing interest, the purpose of this study is to
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   Despite the increasing interest, the purpose of this study is to
   examine influencers’ evaluation impact on consumer behaviour are
   scarce.

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   An online study undertook research to gain further understanding.
   Specifically, the study examines the following: firstly, the impact of
   consumers’ perceived influencer credibility (IC), using the source
   credibility model in respect of purchase intention, attitude towards
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   credibility model in respect of purchase intention, attitude towards
   advertising and product; secondly, the impact of the organizational
   behaviour concept psychological ownership (PO) on consumer behaviour by
   showing that the concept has significant positive effects on attitude
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   towards the product and purchase intention like in prior research;
   thirdly, the perceived connection and relationship between the
   influencer and consumer to understand the relations.

Findings
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   determining purchase intention, attitude towards advertising and
   product, while contributing an instrument for transferring convincing
   messages, which increase the perceived connection to the influencer and
   the PO feeling for a product and, thus, influence consumer behaviour
   positively.

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   Theories on source credibility and a connection to the PO concept
   allowed to develop a framework to assess the importance of IC and its
   influence on consumers’ perception of the products that influencers
   advertise to better understand the interactions in the influencer
   marketing context.

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     * Consumer behaviour
     * Psychological ownership
     * Influencer marketing
     * Source credibility

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Citation

   Pick, M. (2020), "Psychological ownership in social media influencer
   marketing", European Business Review, Vol. 33 No. 1.
   https://doi.org/10.1108/EBR-08-2019-0165