Fostering Influencer Driven Purchase Intention through Facebook Live: The Persuasive Role of Brand Trust

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.