Options
Consumer Behavior

How do consumers’ attitudinal ambivalence of trust and distrust toward social media influencers interplay and influence their choice decisions?

Authors
  • Tsz Ching Chow (Hong Kong Polytechnic University)
  • Bingwen Chen (Hong Kong Polytechnic University)
  • Chunsheng Li (Macau University of Science and Technology)
  • Chung-Wha (Chloe) Ki (Hong Kong Polytechnic University)

Abstract

Building on attitudinal ambivalence theory (Gardner,1987), this study investigated (1) whether social media influencers' (SMIs’) personality-related traits (H1: similarity and H2: attractiveness) and content-related traits (H3: visual aesthetics and H4: informativeness) promote social media audience's trust in the influencers; (2) whether perceived ad clutter motivates the audience's distrust in the influencers' branded contents and/or ambivalence (H5), and (3) whether this attitudinal ambivalence in trust and distrust influence the audience's behavior (i.e., intention to imitate the SMIs’ product or brand choices) inter-dependently (H8) as well as independently (H6 and H7).

How to Cite:

Chow, T., Chen, B., Li, C. & Ki, C., (2022) “How do consumers’ attitudinal ambivalence of trust and distrust toward social media influencers interplay and influence their choice decisions?”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13705

Downloads:
Download PDF

274 Views

225 Downloads

Published on
2022-09-23

License

Creative Commons Attribution 4.0