Homefluencers' endorsement of millennial consumers' purchase intention in new normal

• Published in: International marketing review Vol. 40; no. 5; pp. 1188 - 1212
• Main Authors: Ghosh, Mollika, Islam, ABM Shahidul
• Format: Journal Article
• Language: English
• Published: London Emerald Publishing Limited 12-12-2023; Emerald Group Publishing Limited
• Subjects: Collaboration; COVID-19; Credibility; Influencer marketing; Purchase intention; Social networks; Homefluencers; Parasocial interaction; Source credibility; Social media influencers; Persuasion knowledge model; Millennials' purchase intention
• ISSN: 0265-1335; 1758-6763
• DOI: 10.1108/IMR-10-2021-0308

PurposeThe purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory.Design/methodology/approachThis research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors.FindingsBased on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness.Research limitations/implicationsThis research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing “Homefluencer's Endorsement Model for Purchase Intention” (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects “change-of-persuasion meaning” on Instagram and Facebook, where research is rare.Practical implicationsThis research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration.Originality/valueThe authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.