ASSESSING THE INFLUENCE OF SOURCE CREDIBILITY ON FANS EMOTION: THE CASE OF TOP SNEAKER REVIEWERS

Abstract

In recent years the company has collaborated a lot with YouTubers to bring their products to consumers in a more natural way. Research also shows that influencers are a new tool for companies to promote their products through their social media. They are even willing to spend a huge amount of money to hire models, influencers, or celebrities on behalf of advertising purposes. The reason why business owners dare to do that is because of source credibility. Source credibility is a method or tool to determine the level of credibility of a person. This study will try to assess the source of credibility on emotion fans. Research on consumers and their relationship with positive emotions towards products resulted in the following findings: Positive emotions can stimulate purchase intention on products, repurchase intention, and product attachment. Another study that discusses how to turn consumers into fans also mentions that ideally a fan will perceive a brand as real "friends" based on their social status, which plays a major role in their daily lives. So that all forms of positive emotions that can inspire someone to have a friendly relationship with the product or service will be very beneficial for the brand. Based on that literature, this research hopes that the findings of this study can help the influencer determine their approach to the viewer to get a certain form of emotion that will be able to turn the viewers into fans of a product.