Research Question – This paper has addressed several research questions. First, what is IA, and what are its underlying dimensions? Second, how can IA be measured as a construct? Third, how does IA affect customer engagement and sales performance, two important objectives that practitioners aim to achieve through influencer marketing campaigns, and what are the contingent factors of its impacts on these objectives? Method And Data – We conducted two main studies to develop, purify, and validate the IA scale; test its role in predicting customer engagement and sales performance; and identify boundary conditions. Specifically, in Study 1, we conducted several surveys to develop, purify, and confirm the scales of IA. Study 2 tests our research hypotheses, including the main effect of IA on customer engagement and sales performance and the moderating roles of follower size, expertise, brand popularity, and brand premium.
|Title of host publication||2022 AMA Winter Academic Conference Proceeding|
|Publication status||Published - Feb 2022|
|Event||2022 AMA Winter Academic Conference|
Duration: 18 Feb 2022 → 20 Feb 2022
|Conference||2022 AMA Winter Academic Conference|
|Period||18/02/22 → 20/02/22|