Young adults’ motivations for following social influencers and their relationship to identification and buying behavior
作者：
Highlights：
• We investigated motivations young adults have for following social influencers.
• We used social identification as underlying mechanism in the relation between these motivations and buying behavior.
• We employed an online questionnaire among 415 young people between 16 and 25 years old.
• Based on Uses and Gratification Theory (UGT), we found six primary motivating factors to follow social influencers.
• Social identification played a crucial role in explaining young adults' online advertisement clicking and buying behavior.
摘要
•We investigated motivations young adults have for following social influencers.•We used social identification as underlying mechanism in the relation between these motivations and buying behavior.•We employed an online questionnaire among 415 young people between 16 and 25 years old.•Based on Uses and Gratification Theory (UGT), we found six primary motivating factors to follow social influencers.•Social identification played a crucial role in explaining young adults' online advertisement clicking and buying behavior.
论文关键词：Social influencers,Uses & gratifications,Online buying behavior,Motivations,Social identification,Social identity theory
论文评审过程：Received 26 July 2020, Revised 6 May 2021, Accepted 8 June 2021, Available online 12 June 2021, Version of Record 15 June 2021.
论文官网地址：https://doi.org/10.1016/j.chb.2021.106910
