Title: The effect of self-confidence in the relationship between influencer marketing and willingness to buy

Authors: Dominyka Venciute; Ricardo Fontes Correia; Agne Kudzmanaite; Marius Kuslys

Addresses: ISM University of Management and Economics, Gedimino Ave. 7, LT-01103, Vilnius, Lithuania ' Polytechnic Institute of Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal ' ISM University of Management and Economics, Gedimino Ave. 7, LT-01103, Vilnius, Lithuania ' ISM University of Management and Economics, Gedimino Ave. 7, LT-01103, Vilnius, Lithuania

Abstract: Over the last years, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or strengthen their image. Influencers, whether associated or not to brands, have the power to influence consumer behaviour. But how does this influence happen? And are all customers influenced in the same way? This research aims to answer these questions and clarify the relationship between influencer marketing and consumer behaviour. Specifically, we study the impact that intention to engage, propensity to trust and perceived value has on willingness to buy regarding influencers' posted content. The findings also reveal that for people with higher self-confidence the impact of perceived value of an influencer's posted content and willingness to buy is higher. The study provides managerial insights that may be beneficial for marketing practitioners to adjust their influencer marketing strategy.

Keywords: influencer marketing; social networks; self-confidence; willingness to buy.

DOI: 10.1504/IJTMKT.2025.143043

International Journal of Technology Marketing, 2025 Vol.19 No.1, pp.105 - 130

Received: 14 May 2023
Accepted: 14 May 2024
Published online: 02 Dec 2024 *

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