Table 2 Conceptual definitions of sub-themes developed in the stimulus part of the model
Themes | Sub-Themes (Dotted boxes in the model) | Concept |
|---|---|---|
Expertise | Argument quality —Relevance —Timeliness —Accuracy | Argument quality’ refers to the persuasive strength of the information provided within a message provided by SMIs [39] It is related to how much consumers perceive the argument as convincing in defending its position [39, 40]. Relevance refers to the extent to which endorsements are applicable and useful for decision making [41]. Timeliness represents whether an endorsement is present, timely, and up-to-date [41, 42] Accuracy refers to endorsement/argument reliability. It also characterizes whether a receiver (customer) perceives the information within a message as correct [43] |
Comprehensiveness | Comprehensiveness refers to how delivered messages perceived by consumer with regards to its completeness [42]. | |
Informativeness | Informativeness refers to SMI’s ability to provide information about alternative products to boost consumers’ purchase satisfaction [44]. | |
Competence of SMIs —Dynamism —Uniqueness —Entertainment —Visuality —Popularity | Dynamism implies whether SMIs are responsive and active in creating content within their accounts [45]. Uniqueness refers to a situation in which a person feels distinguished from other people around them [46] and involves behaving in a manner that others will perceive this person as specific and different [47]. In consequence, consumers might admire the personal image created by an SMI due to being perceived as unique [48]. Entertainment and visuality refer to the extent to which SMIs stamp their posts with personal aesthetic touches (visuality) and personality twists, which generally generate an enjoyable experience (entertainment value) for their followers [2]. Popularity refers to the high number of followers [49]. People assess one’s popularity by considering the number of online contacts, followers, or friends [50]. When an SMI has a high number of followers, they are noticed as a credible source of information [50]. | |
Trustworthiness | Transparency —Sponsorship disclosure —Self-disclosure —Audience participation | Transparency mainly refers to SMIs’ clarification about the motivation behind a promotional message by revealing bonds between contributors or emphasizing honest opinions [1, 51]. Sponsorship disclosure is a way to provide transparent communication about whether a post is marketed by a third party [52]. SMI trustworthiness and persuasion are influenced by the type of sponsorship disclosure due to transparency [51]. Self-disclosure refers to the process by which persons let themselves be known to others [53]. Self-disclosure includes “any information exchange that refers to the self, including personal states, dispositions, events in the past, and plans for the future” [53]. For example, on Instagram, users can make information public, meaning their profile and posts can be viewed by anyone interested in following them, or private, which include approved users or followers. Audience participation involves the interactions between an audience (consumer) and SMIs on posts, including liking or leaving comments. When consumer has an interest in being involved in posts, it offers possibilities for widespread message dissemination to peers within their networks [54]. |
Emotional attachment | Homophily —Attitude —Background —Value-morality —Appearance | Homophily concerns the degree of similarity among SMIs and consumers based on their beliefs, values, social status, and interests [55, 56]. When consumers believe that they share particular interests, values, or characteristics with an SMI, they are more likely to adopt their beliefs, attitudes, and behaviors [57]. The attitude dimension of homophily is the degree of similarity in attitudes (thinking, behavior). The background dimension includes a perceived degree of similarity in one’s social background (social, economic status, and social class). The degree of similarity between morals and values (personal morals and values, cultural values) forms the value dimension, while the appearance dimension reflects the degree of similarity in terms of visual attributes [58, 59]. |
Wishful identification | Wishful identification refers to a desire to be like the other person [57]. In the case of social media, consumers mainly adopt SMIs’ behavior due to aspiration of being like the person they follow [60]. | |
Attractiveness |  | Attractiveness focuses on an SMI’s physical attributes or characteristics [9]. An attractive SMI has the power to affect consumers with positive outcomes and subsequently with a purchasing intention. |