The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel
This study investigates the impacts of various nonbrand-owned digital touchpoints for restaurant brands, which are social support and credible influencer on trust in multichannel. The influence of trust in multichannel towards emotional brand attachment coupled with its mediating influences on domai...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-01-01
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| Series: | Social Sciences and Humanities Open |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2590291123003327 |
| _version_ | 1827397022583357440 |
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| author | Norzalita Abdul Aziz Nurul Amirah Othman Safwan Marwin Bin Abdul Murad |
| author_facet | Norzalita Abdul Aziz Nurul Amirah Othman Safwan Marwin Bin Abdul Murad |
| author_sort | Norzalita Abdul Aziz |
| collection | DOAJ |
| description | This study investigates the impacts of various nonbrand-owned digital touchpoints for restaurant brands, which are social support and credible influencer on trust in multichannel. The influence of trust in multichannel towards emotional brand attachment coupled with its mediating influences on domain correlations are explored. This study integrates social support theory and trust transfer theory to evaluate the links among constructs. This study also utilizes a structured survey from a sample of 446 individuals in Klang Valley area of Malaysia. The results indicate that informational support and influencer credibility influence trust in multichannel while trust in multichannel influences emotional brand attachment. Trust in various channels also plays several important mediating roles in predicting emotional brand attachment. Apart from contributing to theoretical advances, this study has important practical implications for practitioners to establish more effective marketing strategies. |
| first_indexed | 2024-03-08T19:01:10Z |
| format | Article |
| id | doaj.art-c4f842c1ddc9462eb198760d0bed547b |
| institution | Directory Open Access Journal |
| issn | 2590-2911 |
| language | English |
| last_indexed | 2024-03-08T19:01:10Z |
| publishDate | 2023-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Social Sciences and Humanities Open |
| spelling | doaj.art-c4f842c1ddc9462eb198760d0bed547b2023-12-28T05:19:41ZengElsevierSocial Sciences and Humanities Open2590-29112023-01-0181100727The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannelNorzalita Abdul Aziz0Nurul Amirah Othman1Safwan Marwin Bin Abdul Murad2Graduate School of Business, National University of Malaysia, 43600 UKM Bangi, Selangor Darul Ehsan, MalaysiaGraduate School of Business, National University of Malaysia, 43600 UKM Bangi, Selangor Darul Ehsan, Malaysia; Corresponding author.School of Business Management, UUM College of Business, Sintok, 06010 Bukit Kayu Hitam, Kedah Darul Aman, MalaysiaThis study investigates the impacts of various nonbrand-owned digital touchpoints for restaurant brands, which are social support and credible influencer on trust in multichannel. The influence of trust in multichannel towards emotional brand attachment coupled with its mediating influences on domain correlations are explored. This study integrates social support theory and trust transfer theory to evaluate the links among constructs. This study also utilizes a structured survey from a sample of 446 individuals in Klang Valley area of Malaysia. The results indicate that informational support and influencer credibility influence trust in multichannel while trust in multichannel influences emotional brand attachment. Trust in various channels also plays several important mediating roles in predicting emotional brand attachment. Apart from contributing to theoretical advances, this study has important practical implications for practitioners to establish more effective marketing strategies.http://www.sciencedirect.com/science/article/pii/S2590291123003327Informational supportEmotional supportInfluencer credibilityTrustEmotional brand attachment |
| spellingShingle | Norzalita Abdul Aziz Nurul Amirah Othman Safwan Marwin Bin Abdul Murad The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel Social Sciences and Humanities Open Informational support Emotional support Influencer credibility Trust Emotional brand attachment |
| title | The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel |
| title_full | The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel |
| title_fullStr | The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel |
| title_full_unstemmed | The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel |
| title_short | The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel |
| title_sort | effects of social support and social media influencers credibility on emotional brand attachment the mediating roles of trust in multichannel |
| topic | Informational support Emotional support Influencer credibility Trust Emotional brand attachment |
| url | http://www.sciencedirect.com/science/article/pii/S2590291123003327 |
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