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

Abstract

Companies nowadays find it effective to collaborate with Facebook influ- encers who host informative live sessions on brands and gradually create an emotion laden relationship with their followers using the platform. How- ever, for a brand to sell in the market, it must be trusted by the consumers. This study examines the role of brand trust in inducing consumers’ pur- chase intention when the endorsement information is publicized by promi- nent Facebook influencers who also happen to have a strong emotional bond with the followers. Using the PLS-SEM method, this study drew em- pirical results from 320 online users who follow at least one Facebook in- fluencer’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 in turn stimulates their willingness to purchase the recommended brands. Building on the notion of trusting belief, this re- search confirmed that even over a highly engaging and interactive platform like Facebook Live, influencers’ informative endorsements and their emo- tional connection with the followers cannot activate purchase willingness if brands 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 in- dividuals who have expert knowledge in specific product categories and emotional involvement with their viewers as these are the drivers for estab- lishing brand trust.