Research On The Influence Of Social Media Influencers On Consumers' Willingness To Purchase

With the rapid development of social media and the emergence of a large number of influencers,the success stories of influencers to promote products are gradually increasing.The use of social media influencers for product promotion has become an important marketing tool for enterprises.Among them,how to improve the effectiveness of social media influencers recommendation has become a research hotspot.Nowadays,influencer's product promotion methods are more and more diversified,including Weibo long text,live video,advertisements and other promotion methods.No matter what kind of promotion method is used,the information is transmitted through language.However,it is not clear how the language strategy adopted by the influencers in recommending the product affects the recommendation effect.In response to this gap,this study aims to explore how influences of different identities of influencers on consumer decision-making will be influenced by different language strategies.Based on the Elaboration Likelihood Model and the Language Expectation Theory,the model and hypothesis of this study are proposed.Among them,the Elaboration Likelihood Model focuses on the information itself,pointing out that the information receiver's motivation for acquiring information and the ability to process information are different,resulting in different requirements for information quality;Language Expectation Theory focuses on the persuasiveness of language,pointing out the recipient of information Appropriate expectations arise about the identity of the sender of the message and the language strategy it uses.Therefore,the combination of the two theories explains the formation mechanism of consumer persuasion effects.This study mainly using scenario simulation experiments to explore how theidentity of social media influencers(expert/non-expert)and the language type(professional/non-professional)will influence consumers' willingness to purchase for different product types and audience types.Finally,the following conclusions are drawn.The persuasive effect of expert influencers using professional language recommendation is better than non-professional language.The language strategy choice of non-expert influencers depends on product type(high/low involvement)and audience type(high/low product knowledge).For high-involvement products and high-product knowledge audiences,non-expert influencers should use professional language;For high-involvement products and low-product knowledge audiences or low-involvement products and high-product knowledge audiences,There is no difference in the persuasive effect about two language strategies;For low-involvement products and low-product knowledge audiences,non-expert influencers should use non-professional languages.The research conclusions have important practical implications for the social media marketing practice of enterprises.First,when companies conduct social media influencer marketing,they need to distinguish the level of consumer involvement in their own products.For consumers with different levels of involvement,they should adopt a targeted recommendation strategy.Second,When implementing social media influencer marketing,companies also need to identify the types of fans of target influencers.For consumers with different product knowledge,appropriate recommendation methods should be adopted.