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Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands? by Solon Magrizos; Grigorios Lamprinakos; Yanling Fang; Dimitrios Drossos is a Business, Management and Accounting article available to read on EtoBox.

What is Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands? about?

## Abstract In this study, we investigate the factors affecting consumers’ purchase intention toward influencers’ personal owned brands. By using the theoretical lens of the Theory of Planned Behaviour (TPB) we explore consumers’ purchase intentions towards influencers own brands and discuss the importance of previously held attitudes, subjective norms and perceived behavioural control. We further develop TPB by adding two further constructs, that of price and self-identity. The reported moderator role of self-identity in the relationship between price and purchase intention under the context of influencers’ personal owned brands suggests that the ‘fan’ status of followers makes them more tolerant to price increases. We discuss theoretical implications and offer suggestions for marketers and consumers alike.

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Author

Solon Magrizos; Grigorios Lamprinakos; Yanling Fang; Dimitrios Drossos

Publisher

Walter de Gruyter GmbH

Published

2021

Language

EN

Field

Business, Management and Accounting (Social Sciences)