Research On The Influence Mechanism Of Social Media Influencers On Followers’ Brand Attitude

In recent years,as social media platforms develop rapidly,more and more people share their lives through videos on social media,intentionally or unintentionally show brands and products in videos and play a role in influencing others.Many companies have noticed this phenomenon and have collaborated with such people to varying degrees.Therefore,it is of great significance to dissuss the impact mechanism of influencers on followers’ brand attitudes on social media.On the basis of reviewing previous research results,this thesis constructs a concept model according to the theory of meaning transfer and trust theory.Among this concept model,influencer characteristics is independent variable,cognitive and emotional trust of followers towards influencers are mediating variables,followers’ brand attitude is dependent variable.Data collection is collected by questionnaire survey,and data analysis by structural equation and Bootstrap methods.Finally,research conclusions and corresponding marketing implications are drawn.The main research conclusions are as follows:(1)Influencer professionalism and attractiveness have a positive impact on followers’ brand attitudes,and professionalism has a more significant impact on brand attitudes compared to attractiveness.(2)Influencer professionalism and attractiveness can have a positive impact on the cognitive and emotional trust of followers,and the impact of professionalism on cognitive and emotional trust is more significant compared to attractiveness.(3)The cognitive and emotional trust of followers towards influencers plays a mediating role between professionalism and brand attitude as well as between attractiveness and brand attitude.(4)The influence of influencer’s popularity on followers’ cognition,emotional trust,and brand attitude is not significant.Therefore,enterprises should incorporate influencer marketing into marketing management system,select influencers with strong professionalism to collaborate,at the same time,focus on the influencers’ professional training;and pay attention to micro influencers and nano influencers to achieve the long tail effect of marketing communicaton;actively provide advice and guidance to influencers to enhance followers’ trust in influencers.