Abstract
The purpose of the current research is to investigate the impact of social media influencers on customer engagement in Jordan with content related to COVID19. Built on a literature review a conceptual framework has been developed in order to guide the research. A quantitative approach was used to collect data through Google Forms. The research questionnaire completed by a convenience sampling technique. A structured online questionnaire was distributed to a sample of 278 respondents. Smart PLS 2.0 was used to test the study’s hypotheses. The main findings revealed that the reason for a positive relationship between customers trust in social media influencers and customer participation is when customers find an influencer to be trustworthy they tend to participate more. Practically, the findings of this research revealed that the impact of social media influencers on customers’ participation with content related to COVID 19 on social media will give governments and companies a chance to better understand the importance of social media influencers in contributing to the success of social media-based marketing campaigns through encouraging customers’ engagement. The current study provided a significant theoretical contribution to our knowledge due to it is originality.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Safko, L., Brake, D.: The Social Media Bible: Tactics, Tools and Strategies for Business Success. John Wiley & Sons, Hoboken, NY (2009)
Abuhashesh, M., Al-Khasawneh, M., Al-Dmour, R., Masa’deh, R.: The impact of Facebook on Jordanian consumers’ decision process in the hotel selection. IBIMA Bus. Rev. (2019), Article ID 928418, https://doi.org/10.5171/2019.928418
Kampf, G.: Antiseptic Stewardship: Biocide Resistance and Clinical Implications. Springer International Publishing, Cham (2018)
Chan, J.F.W., Yuan, S., Kok, K.H., To, K.K.W., Chu, H., Yang, J., Tsoi, H.W., et al.: A familial cluster of pneumonia associated with the 2019 novel coronavirus indicating person-to-person transmission: a study of a family cluster. The Lancet 395(10223), 514–523 (2020)
Glynn, M., Faulds, D.: Social media: the new hybrid element of the promotion mix. Bus. Horiz. 52, 357–365 (2009)
Arora, A., Bansal, S., Kandpal, C., Aswani, R., Dwivedi, Y.: Measuring social media influencer index-insights from Facebook, Twitter and Instagram. J. Retail. Consum. Serv. 49, 86–101 (2019)
Ahmad, A., Abuhashesh, M., Obeidat, Z., AlKhatib, M.: E-WOM and airline e-ticket purchasing intention: mediating effect of online passenger trust. Manage. Sci. Lett. 10(12), 2729–2740 (2020)
Jatto, O.: Consumer Attitude Towards Celebrity Endorsements on Social Media (2014). https://esource.dbs.ie/bitstream/hadle/10788/2192/mba_jatto_o_2014.pdf?sequen
Elliot, N.: Instagram is the King of Social Engagement (2014). https://go.forrester.com/blogs/14-04-29instagram_is_the_king_of_social_engagement/
Alford, R.: Brands Need to be More Original on Instagram (2013). https://www.campaignlive.co.uk/article/brands-need-original-instagram/1182680
Schomer, A.: Influencer Marketing: State of the Social Media Influencer Market in 2020 (2019). https://www.businessinsider.com/influencer-marketing-report?r=US&IR=T, Accessed 29th Feb 2020.
McKenna, K.Y., Green, A.S., Gleason, M.E.: Relationship formation on the internet: what’s the big attraction? J. Soc. Issues 58(1), 9–31 (2002)
Gensler, S., Völckner, F., Liu-Thompkins, Y., Wiertz, C.: Managing brands in the social media environment. J. Interact. Market. 27(4), 242–256 (2013)
Lee, J.A., Eastin, M.S.: I like what she’s endorsing: The impact of female social media influencers’ perceived sincerity, consumer envy, and product type. J. Interact. Advert. 20(1), 76–91 (2020)
Mangold, G., Faulds, D.: Social media: the new hybrid element of the promotion mix. Bus. Horiz. 52, 357–365 (2009)
Rust, R.T., Zeithaml, V.A., Lemon, K.N.: Driving Customer Equity. The Free Press, New York (2000)
Britt, R.K., Hayes, J.L., Britt, B.C., Park, H.: Too big to sell? a computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers. J. Interact. Advert. (accepted), 1–25 (2020)
Abuhashesh, M., Mohammad, S.J., Khasawneh, M.A.: The attitude of Jordanian customers towards virtual stores. Int. J. Islam Market. Brand 4(1), 59–75 (2019)
Singh, J., Crisafulli, B., Quamina, L.T., Xue, M.T.: To trust or not to trust: the impact of social media influencers on the reputation of corporate brands in crisis. J. Bus. Res. (2020). https://doi.org/10.1016/j.jbusres.2020.03.039
Hanna, R., Rohm, A., Crittenden, V.: We’re all connected: the power of the social media ecosystem. Bus. Horiz. 54, 265–273 (2011)
Jiménez-Castillo, D., Sánchez-Fernández, R.: The role of digital influencers in brand recommendation: examining their impact on engagement, expected value and purchase intention. Int. J. Inf. Manage. 49, 366–376 (2019)
Schlosser, A.: Posting versus lurking: communicating in a multiple audience context. J. Consum. Res. 32(2), 260–265 (2005)
Goolsbee, A., Zittrain, J.: Evaluating the costs and benefits of taxing internet commerce, forthcoming. Nat. Tax J. (1999)
George, S.L.: Using Social Media Influencers to Promote Qatar as a Tourist Destination (2020). https://hdl.handle.net/10576/12643
Hwang, K., Zhang, Q.: Influence of para-social relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Comput. Hum. Behav. 87, 155–173 (2018)
Egan, J.: Marketing Communications. Thomson Learning, London, UK (2007)
Abu Zayyad, Z., Obeidat, Z., Alshurideh, M., Abuhashesh, M., Maqableh, M., Masa’deh, R.: Corporate social responsibility and patronage intentions: the mediating effect of brand credibility. J. Market. Commun. (accepted) (2020). https://doi.org/10.1080/13527266.2020.1728565
Yuan, S., Lou, C.: How social media influencers foster relationships with followers: the roles of source credibility and fairness in parasocial relationship and product interest. J. Interact. Advert. (accepted), 1–42 (2020)
Cunningham, N., Bright, L.: The tweet is in your court: measuring attitude towards athlete endorsements in social media. Int. J. Integr. Market. Commun. 4(2), 73–87 (2012)
Subhadip, R., Pansari, A.: Owner or endorser?: investigating the effectiveness of celebrity owners of sports teams as endorsers. Int. J. Sports Market. Sponsorship 15(2), 89–106 (2014)
Libai, B., Muller, E., Peres, R.: Sources of Social Value in Word-of-Mouth Programs (2010). https://www.msi.org/reports/sources-of-social-value-in-word-of-mouth-programs/
Wood, C., Leighton, D.: Measuring Social Media Value: The Gap Between Policy and Practice (2010). https://www.demos.co.uk/files/Measuring_social_value_-_web.pdf
Luong, A.: All that glitters is gold: the regulation of hidden advertisements and undisclosed sponsorships in the world of beauty social media influencers. William Mary Bus. Law Rev. 11(2), 565 (2020)
Gluskin, R.T., Johansson, M.A., Santillana, M., Brownstein, J.S.: Evaluation of Internet-based dengue query data: Google dengue trends. PLoS Neglected Tropical Diseases 8(2) (2014)
Laranjo, L., Arguel, A., Neves, A.L., Gallagher, A.M., Kaplan, R., Mortimer, N., Lau, A.Y., et al.: The influence of social networking sites on health behavior change: a systematic review and meta-analysis. J. Am. Med. Inf. Assoc. 22(1), 243–256 (2015)
Hennig-Thurau, T., Gwinner, K.P., Walsh, G., Gremler, D.D.: Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? J. Interact. Market. 18(1), 38–52 (2004)
Dellarocas, C.: The digitization of word of mouth: promise and challenges of online feedback mechanisms. Manage. Sci. 49(10), 1407–1424 (2003)
Norman, A.T., Russell, C.A.: The pass-along effect: investigating word of-mouth effects on online survey procedures. J. Comput.-Mediated Commun. 11(4) (2006)
Feick, L.F., Price, L.L.: The market maven: a diffuser of marketplace information. J. Mark. 51(1), 83–97 (1987)
Shirky, C.: Linux for the end user-phase 1. Linux J. (74es), 8 (2000)
Hughes, C., Swaminathan, V., Brooks, G.: Driving brand engagement through online social influencers: an empirical investigation of sponsored blogging campaigns. J. Mark. 83(5), 78–96 (2019)
Shu-Chuan, C., Kim, Y.: Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. Int. J. Advert. Rev. Market. Commun. 30(1), 47–75 (2011)
Al Samydai, M.J., Al Khasawneh, M.H.: Antecedents and consequences of e-Jordanian consumer behavior regarding Facebook advertising. Int. J. Bus. Manage. Res. 3(4), 41–59 (2013)
Owusu, R.A., Mutshinda, C.M., Antai, I., Dadzie, K.Q., Winston, E.M.: Which UGC features drive web purchase intent? A spike-and-slab Bayesian Variable Selection Approach. Internet Res. (2016)
Gambetti, R., Graffigna, G., Biraghi, S.: The grounded theory approach to consumer–brand engagement. Int. J. Market. Res. 54(5), 659–687 (2012)
Lou, C., Yuan, S.: Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. J. Interact. Advert. 19(1), 58–73 (2019)
Koh, J., Kim, D.: Knowledge sharing in virtual communities: an e-business perspective. Expert Syst. Appl. 26(2), 155–166 (2004)
Mosavi, A., Ghaedi, M.: A survey on the relationship between trust, customer loyalty, commitment and repurchase intention. Afr. J. Bus. Manage. 6(36) (2012)
Moorman, C., Deshpande, R., Zaltman, G.: Factors affecting trust in market research relationships. J. Market. 57, 81–101 (1993)
Chan-Olmsted, S., Cho, M., Lee, S.: User perceptions of social media: a comparative study of perceived characteristics and user profiles by social media. Online J. Commun. Media Technol. 3(4), 149 (2013)
Silva, M.J., Farias, S.A., Grigg, M.K., Barbosa, M.D.: Online engagement and the role of digital influencers in product endorsement on Instagram. J. Relat. Market. 19(2), 133–163 (2020)
Smith, C.: Here’s Why Instagram Demographics are so Attractive to Brands (2014). https://www.businessinsider.com/instagram-demographics-2013-12
Rizan, M., Warokka, A., Listyawati, D.: Relationship marketing and customer loyalty: do customer satisfaction and customer trust really serve as intervening variables? J. Market. Res. Case Stud. Article ID 724178 (2014)
Ahmed, Z., Rizwan, M., Ahmad, M., Haq, M.: Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. J. Sociological Res. 5(1) (2014)
Jones, T., Sasser, W., Earl, W., Jr.: Why satisfied customers defect. Harvard Bus. Rev. 73(6), 88–99 (1995)
Ohanian, R.: Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. J. Advert. 19(3), 39–52 (1990)
Choi, S.M., Rifon, N.J.: Who is the celebrity in advertising?. Understanding dimensions of celebrity images. J. Popular Culture 40(2), 304–325 (2007)
Chen, J., Xu, H., Whinston, A.B.: Moderated online communities and quality of user-generated content. J. Manage. Inf. Syst. 28(2), 237–268 (2011)
Rodi, A.R., Kleine, S.S.: Customer Participation in Services Production and Delivery in Swart: Handbook of Serv Market and Manage. Sage Publications, California (2000)
Goh, K.Y., Heng, C.S., Lin, Z.: Social media brand community and consumer behavior: quantifying the relative impact of user-and marketer-generated content. Inf. Syst. Res. 24(1), 88–107 (2013)
Kumar, V., Bhaskara, V., Mirchandani, R., Shah, M.: Creating a measurable social media marketing strategy: increasing the value and ROI of intangibles and tangibles for hokey pokey. Market. Sci. 32(2), 194–212 (2013)
Miller, A.R., Tucker, C.: Active social media management: the case of health care. Inf. Syst. Res. 24(1), 52–70 (2013)
Rishika, R., Kumar, A., Janakiraman, R., Bezawada, R.: The effect of customers’ social media participation on customer visit frequency and profitability: an empirical investigation. Inf. Syst. Res. 24(1), 108–127 (2013)
Li, X., Wu, L.: Measuring effects of observational learning and social-network word-of-mouth (WOM) on the sales of daily-deal vouchers. SSRN Working Paper (2014)
Lee, D., Hosanagar, K., Nair, H.: The Effect of Social Media Marketing on Consumer Engagement (2009). https://www.semanticscholar.org/paper/The-Effect-of-Social-Media-Marketing-Content-on-Lee-Hosanagar/d6e1dc1be10ef988ffe018c3f323499541b8506a
Shih, H.P., Jin, B.H.: Driving goal-directed and experiential online shopping. J. Organ. Comput. Electron Comm. 21(2), 136–157 (2011)
Rose, S., Clark, M., Samouel, P., Hair, N.: Online customer experience in e-retailing: an empirical model of antecedents and outcomes. J. Retail. 88, 308–322 (2012)
Shobeiri, S., Mazaheri, E., Laroche, M.: Shopping online for goods vs. services: where do experiential features help more? Int. J. Consum. Stud. 39, 172–179 (2015)
Hair, J.F., Ringle, C.M., Sarstedt, M.: Pls: indeed a silver bullet. J. Market. Theor. Pract. 19(2), 139–151 (2011)
Rietveld, T., Van Hout, R.: Statistical Techniques for the Study of Language and Language Behaviour. Mouton de Gruyter, Berlin-New York (1993)
Costello, A., Osborne, J.: Best practices in exploratory factor analysis: four recommendations for getting the most from your analysis. Pract. Assess Res. Eval. 10(7), 1–9 (2005)
Nunnally, J.C.: Psychometric Theory. McGraw-Hill Book Company (1978)
Crossley, J., Davies, H., Humphris, B., Jolly, G.: Generalisability: a key to unlock professional assessment. Med. Educ. 36, 972–978 (2002)
Mintu-Wimsatt, A., Graham, J.: Testing a negotiation model on Canadian anglophone and Mexican exporters. J. Acad. Market. Sci. 32(3), 345–356 (2004)
Chin, W.: The partial least squares approach to structural equation modelling. In: Marcoulides, G. (Ed.), Modern Methods for Business Research. Lawrence Erlbaum Associates, Mahwah, NJ, pp. 295–358 (1998)
Zhu, L., Yin, G., He, W.: Is this opinion leaders review useful?: peripheral cues for online review helpfulness. J. Electron Commerce Res. 15(4), 267–280 (2014)
Dwivedi, A., Johnson, L., McDonald, R.: Celebrity endorsement, self-brand connection and consumer-based brand equity. J. Prod. Brand Manage. 24(5), 449–461 (2015)
Spry, A., Pappu, R., Cornwell, B.T.: Celebrity endorsements, brand credibility and brand equity. Eur. J. Market. 45(6), 882–909 (2011)
Avnet, T., Higgins, E.: Locomotion, assessment, and regulatory fit: value transfer from ‘How’ to ‘What.’ J. Exp. Soc. Psychol. 39, 525–530 (2003)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Al Khasawneh, M., Abuhashesh, M., Ahmad, A., Masa’deh, R., Alshurideh, M.T. (2021). Customers Online Engagement with Social Media Influencers’ Content Related to COVID 19. In: Alshurideh, M., Hassanien, A.E., Masa’deh, R. (eds) The Effect of Coronavirus Disease (COVID-19) on Business Intelligence. Studies in Systems, Decision and Control, vol 334. Springer, Cham. https://doi.org/10.1007/978-3-030-67151-8_22
Download citation
DOI: https://doi.org/10.1007/978-3-030-67151-8_22
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-67150-1
Online ISBN: 978-3-030-67151-8
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)