TY - JOUR
T1 - Because Follower Experience Matters
T2 - The Continuance Intention to Follow Recommendation of the Influencer
AU - Inan, Dedi I.
AU - Hidayanto, Achmad Nizar
AU - Juita, Ratna
AU - Puteri, Adiva Reyhan
AU - Romauli, Irene Pixelyne
AU - Putri Kinanti Ramadhani, B.
AU - Dwiputritaufik, Taliza Ayu
N1 - Publisher Copyright:
© 2022 Dedi I. Inan et al.
PY - 2022
Y1 - 2022
N2 - In harnessing social media, for the follower to keep following recommendations from the influencer, the concerns are primarily focused on the influencer side only. However, the follower's experience, in fact, is equally crucial as, at the end of the day, that is the follower who decides to continue following or not the recommendation from the influencer over all the influences. Therefore, this paper examines the follower experience determining the follower to keep following the influencer's recommendation. In particular, the psychological aspects imbued by the experience that promotes well-being and inspiration affect the follower's intention to continue to follow. A total of 292 screened respondents were gathered and analysed. The findings reveal that the psychological factors: emotional design, functionalities, and hedonism perceived by the follower enhance well-being and inspire them to continue following the influencer's recommendation. Theoretically, this research demonstrates how well-being and inspiration are the determinants and sheds more light on how the follower experience contributes to understanding the continuance intention to follow the influencer's recommendation. Practically, this research informs the influencer and the brand that understanding the follower experiences is also crucial for more effective influence. The limitation and future research directions are also discussed.
AB - In harnessing social media, for the follower to keep following recommendations from the influencer, the concerns are primarily focused on the influencer side only. However, the follower's experience, in fact, is equally crucial as, at the end of the day, that is the follower who decides to continue following or not the recommendation from the influencer over all the influences. Therefore, this paper examines the follower experience determining the follower to keep following the influencer's recommendation. In particular, the psychological aspects imbued by the experience that promotes well-being and inspiration affect the follower's intention to continue to follow. A total of 292 screened respondents were gathered and analysed. The findings reveal that the psychological factors: emotional design, functionalities, and hedonism perceived by the follower enhance well-being and inspire them to continue following the influencer's recommendation. Theoretically, this research demonstrates how well-being and inspiration are the determinants and sheds more light on how the follower experience contributes to understanding the continuance intention to follow the influencer's recommendation. Practically, this research informs the influencer and the brand that understanding the follower experiences is also crucial for more effective influence. The limitation and future research directions are also discussed.
UR - http://www.scopus.com/inward/record.url?scp=85144045139&partnerID=8YFLogxK
U2 - 10.1155/2022/3684192
DO - 10.1155/2022/3684192
M3 - Article
AN - SCOPUS:85144045139
SN - 2578-1863
VL - 2022
JO - Human Behavior and Emerging Technologies
JF - Human Behavior and Emerging Technologies
M1 - 3684192
ER -