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Psychological ownership in social media influencer marketing

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

   European Business Review

   ISSN: 0955-534X

   Publication date: 6 June 2020

Abstract

Purpose

   Social media, especially social media-based influencer marketing, has
   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
   examine influencers’ evaluation impact on consumer behaviour are
   scarce.

Design/methodology/approach

   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
   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
   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

   The results show that perceived IC serves as a significant criterion,
   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.

Originality/value

   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.

Keywords

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

Acknowledgements

   The author would like to thank Xena Pohlemann and Julian Franklin for
   the possibility to use their created social media content. Special
   thanks to Marie-Christin Fischer and Lena Holthoff for their great help
   with the creation and selection of the stimuli.

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
   Download as .RIS

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   Emerald Publishing Limited

   Copyright © 2020, Emerald Publishing Limited

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