Research On The Influence Of Social Media Influencer’s Campaign Intent On Consumer’s Purchase Behavior

The rise of social media has spawned a group of influential social media influencers.In the digital age,they act as “information sources” of products,profoundly affecting consumers’ attitudes and behaviors,and subverting corporate marketing methods.Digital marketing campaigns in which businesses “hire” social media influencers to post social media posts on social media are popular with consumers for their high level of interactivity and authenticity.Such posts are called sponsored posts,and consumers see them as reliable peer recommendations.In recent years,scholars have carried out extensive research on influencer marketing.However,the existing influencer sponsored post marketing research mostly examines the influence of factors such as the source characteristics of the influencer and the characteristics of the post content on consumers’ attitudes and behaviors,and pays less attention to the effects and mechanisms of different marketing campaigns of influencers.Therefore,aimed at the gap,this paper will attempt to explore the impact of the two campaign intent of influencers publishing sponsored posts on consumer purchasing behavior and its influence mechanism to further clarify the marketing effect of different marketing methods of social media influencers,so as to help enterprises and brands to use influencer marketing more effectively,and promote the transformation of enterprises’ digital marketing model to new and efficient.Based on psychological reactance theory,this paper proposes the research model and hypothesis.First,this research studies the relationship between the two marketing campaign intentions of influencers(awareness vs.trial campaign)and consumers’ purchasing behavior,and explores the different influences of the two campaign intentions on consumers’ purchasing behavior.Secondly,based on psychological reactance theory,this paper explores the role of consumers’ perceived intrusiveness of advertising in the differential influence of influencers’ campaign intentions on consumers’ purchasing behaviors.Through four online experiments,this study uses452 empirical data to draw the following conclusions:(1)influencers’ two kinds of campaign intentions both positively influence consumer’s purchasing behavior,and awareness campaign has a greater influence on consumers’ purchasing behavior.(2)Awareness campaign and trial campaign both have a positive impact on consumers’ perceived intrusiveness.But trial campaigns are more likely to cause consumers’ perceived intrusiveness than awareness campaigns.(3)The perceived intrusiveness of advertising plays a mediating role between influencers’ campaign intention and consumers’ purchasing behavior;(4)Product type plays a moderating role between influencers’ campaign intention and consumer’s purchasing behavior and perceived intrusiveness.Compared with experiential products,influencers’ awareness campaigns recommending search products have a stronger positive impact on consumers’ purchase behavior;while compared with search products,influencers’ trial campaigns recommending experiential products are more able to promote consumers’ purchase behavior;At the same time,compared with search products,influencers recommend experiential products on sponsored post have more positive impact on perceived intrusiveness.(5)Two relationship bonding tactics,social bond and structural bond,can mitigate the negative impact of perceived intrusiveness on consumers’ purchasing behavior.Therefore,this study successfully constructed a theoretical model of the influence mechanism of influencers’ campaign intent on consumer purchasing behavior,and revealed the internal action path of influencers’ two kinds of campaign intent on consumer purchasing behavior.