Abstract:
Companies nowadays find it effective to collaborate with Facebook influencers
who host informative live sessions on brands and gradually create
an emotion laden relationship with their followers using the platform. However,
fora brand to sell in the market, it must be trusted by the consumers.
This study examines the role of brand trust in inducing consumers' purchase
intention when theendorsement information is publicized by prominent
Facebook influencers who also happen to havea strong emotional
bond with the followers. Using thePLS-SEM method, this study drew empirical
results from 320 online users who follow at least one Facebook influencer's
live endorsements. Selectively chosen respondents stated that
emotional attachment with Facebook influencers built over live streaming
platforms and the perceived informative value of their live sessions reaffirm
their brand trust which inturn stimulates their willingness to purchase the
recommended brands. Building on the notion of trusting belief, this research
confirmed that even overa highly engaging and interactive platform
like Facebook Live, influencers' informative endorsements and their emotional
connection with the followers cannot activate purchase willingness
ifbrands do not evoke trust in the viewers' minds. This study suggests that,
marketers who are willing to leverage influencers for endorsing their brands
through Facebook live sessions should carefully collaborate with those individuals
who have expert knowledge in specific product categories and
emotional involvement with their viewers as these are the drivers for establishing
brand trust.
