ESCP Europe

Langue

English

Publication year

01/07/2025

The literature on social media influencers neglects the role of consumer characteristics in influencing the effectiveness of influencers' follower numbers. To fill this gap, we focus on the moderating effect of consumers' cultural value orientation (i.e., power distance, uncertainty avoidance, collectivism/individualism, and masculinity/femininity) in the relationship between influencers' follower numbers and purchase intention. Data were collected from 805 consumers across three countries: Japan, the United Kingdom, and Singapore. By identifying the moderating role of a consumer's personal cultural value orientation on purchase intention toward recommended product, our study contributes to influencer marketing research and consumer cultural orientation literature. [ABSTRACT FROM AUTHOR]