TY - GEN
T1 - The Follower-Influencer Experience Affecting the Intention to Follow Recommendation
T2 - 7th International Conference on Informatics and Computing, ICIC 2022
AU - Inan, Dedi I.
AU - Hidayanto, Achmad Nizar
AU - Juita, Ratna
AU - Maulana, Adam
AU - Putri, Dinda Mutiara Qurani
AU - Farhan, Muhammad Fariz
AU - Hasnaa, Siti Kaamiliaa
AU - Sanglise, Marlinda
N1 - Publisher Copyright:
© 2022 IEEE.
PY - 2022
Y1 - 2022
N2 - In harnessing social media, concerns are mostly concentrated on the influencer side of social media for the followers to follow the recommendation from the influencer. However, the follower's experience is equally important as it is the follower who determines whether or not to follow the influencer's advice above all other influences. This research investigates the follower experience in deciding whether the follower will follow the influencer's advice. The emotional dimensions: Pleasure-Arousal-Dominance (PAD) is employed as a theoretical lens to portray these phenomena. 314 screened responders were collected and analysed in total using Structural Equation Modelling. The results show that the PAD significantly improves the commitment of the followers which might lead them to intention to follow the influencer's recommendation. Theoretically, this study indicates that PAD can well mediate the follower-influencer experience that might affect the intention to follow a recommendation. In practice, this study tells the influencer and the brand that knowing the experiences of the followers is equally important for a more effective impact. Limitations and future research directions are also discussed.
AB - In harnessing social media, concerns are mostly concentrated on the influencer side of social media for the followers to follow the recommendation from the influencer. However, the follower's experience is equally important as it is the follower who determines whether or not to follow the influencer's advice above all other influences. This research investigates the follower experience in deciding whether the follower will follow the influencer's advice. The emotional dimensions: Pleasure-Arousal-Dominance (PAD) is employed as a theoretical lens to portray these phenomena. 314 screened responders were collected and analysed in total using Structural Equation Modelling. The results show that the PAD significantly improves the commitment of the followers which might lead them to intention to follow the influencer's recommendation. Theoretically, this study indicates that PAD can well mediate the follower-influencer experience that might affect the intention to follow a recommendation. In practice, this study tells the influencer and the brand that knowing the experiences of the followers is equally important for a more effective impact. Limitations and future research directions are also discussed.
KW - Commitment
KW - Follower-Influencer Experience
KW - Instagram
KW - Intention to Follow
KW - Purchase Intention
UR - http://www.scopus.com/inward/record.url?scp=85146941185&partnerID=8YFLogxK
U2 - 10.1109/ICIC56845.2022.10007014
DO - 10.1109/ICIC56845.2022.10007014
M3 - Conference contribution
AN - SCOPUS:85146941185
T3 - 2022 7th International Conference on Informatics and Computing, ICIC 2022
BT - 2022 7th International Conference on Informatics and Computing, ICIC 2022
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 8 December 2022 through 9 December 2022
ER -