How do consumers’ attitudinal ambivalence of trust and distrust toward social media influencers interplay and influence their choice decisions?
Abstract
Building on attitudinal ambivalence theory (Gardner,1987), this study investigated (1) whether social media influencers' (SMIs’) personality-related traits (H1: similarity and H2: attractiveness) and content-related traits (H3: visual aesthetics and H4: informativeness) promote social media audience's trust in the influencers; (2) whether perceived ad clutter motivates the audience's distrust in the influencers' branded contents and/or ambivalence (H5), and (3) whether this attitudinal ambivalence in trust and distrust influence the audience's behavior (i.e., intention to imitate the SMIs’ product or brand choices) inter-dependently (H8) as well as independently (H6 and H7).
How to Cite:
Chow, T., Chen, B., Li, C. & Ki, C., (2022) “How do consumers’ attitudinal ambivalence of trust and distrust toward social media influencers interplay and influence their choice decisions?”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13705
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