Adam Smith Business School, University of Glasgow, Glasgow, G12 8QQ, United Kingdom
This research is a secondary study, which explores the relationship between the credibility of social media influencers and consumer trust, and uses a mixed research method to collect secondary data. Generally speaking, consumers believe that video marketing by social media influencers is positive because it can provide objective, true and multidimensional information. At the same time, consumers' trust in social media influencers is closely related to the source of their credibility, and social media influencers with high credibility are more likely to gain consumer trust. In addition, video marketing by social media influencers does have an impact on consumers' purchase intentions. These conclusions supplement the relevant theories of social media influencer video marketing, and to a certain extent make up for the gaps in the research on the influence of social media influencer video marketing on consumer purchasing decisions. Based on the above research results, this research provides suggestions in four aspects for social media influencers and managers. Finally, this research reflected on the limitations of this study and puts forward the research direction of future research.
social media, video marketing, customer behavior
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