Exploring the Value Drivers of Influencer-Generated Content: Effects on Followers’ Engagement and Behavior
Exploring the Value Drivers of Influencer-Generated Content: Effects on Followers’ Engagement and Behavior

Author(s): Oscar Soria-Martinez, Raquel Sanchez-Fernandez, David Jiménez-Castillo, Martina G. Gallarza
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Influencer marketing; Perceived value; Engagement; Loyalty; Electronic word-of-mouth; Purchase intention
Summary/Abstract: Due to the growing industry surrounding influencer marketing, an increasing number of studies are analyzing the characteristics of social media influencers and their persuasive power as criteria for selecting them in brand campaigns. Recent studies show an increasing interest in examining how followers perceive the content generated by influencers to assess its role as a source of value. Using the dual intra/inter-variable approach to perceived value, this study demonstrates that the content posted by influencers contributes to generating engagement with influencers through the creation of different types of value, specifically informative value, message credibility, and enter¬tainment value. Interestingly, aesthetic value does not significantly impact engagement. The findings also reveal that engagement predicts loyalty toward the influencer, electronic word-of-mouth intention, and purchase intention for recommended brands. These results suggest that companies should prioritize collaborating with influencers who consistently create content that resonates with their audiences by providing specific types of value.

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