The effect of social media influencer traits on consumer purchasing decisions for keto products: examining the moderating influence of advertising repetition

ABSTRACT

Social media’s effect has become one of the important business topics these days and is largely discussed in terms of influencing consumer decisions. This study aims to investigate the effect of some social media influencer characteristics on consumer decisions with respect to the moderation role of advertising repetition. While the number of social media followers is increasing daily, and most organisations are using social media platforms to promote their products and services, this paper adds additional insight into how social media influencer traits may influence follower decisions to buy, especially within the context of healthy food. A quantitative research method was used to collect data from Keto product buyers in Jordan. A PLS-SEM approach was used for analysis, with a total of 543 responses from active buyers of these products. The findings reveal the significant effect of all hypothesised research assumptions and a significant moderating effect of advertising repetition on the relationship between social media influencer characteristics and consumer decisions. The research findings also provide expected implications and support the evidence in the literature, but its knowledge gaps could be covered by integrating a new model with new variables within a single unique research framework.

KEYWORDS:

• Social media influencer
• keto products
• consumer decisions
• advertising
• moderating
• SEM-PLS

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Barween Al Kurdi

Barween Al Kurdi is an Assistant Professor in Marketing, and she is working for the Department of Marketing, Faculty of Business, the Hashemite University. She is a member of a large number of committees mainly the quality committee. She used to publish in high-ranked journals such as the Journal of Marketing Communications and the International Journal of Marketing Studies.

Muhammad Turki Alshurideh

Muhammad Turki Alshurideh is an associate professor in Marketing and he is working for the Department of Marketing, School of Business, the University of Jordan, Jordan. Regarding the teaching, he has the responsibility to teach a wide range of Marketing and Business topics for both undergraduate and postgraduate students. He has more than 400 published papers in different Marketing and Business topics mainly CRM and Customer Retention areas.