Paid media and measurement · Cross-sectional questionnaire study using structural equation modeling; includes actual purchase behavior outcome.
Social media influencers: An effective marketing approach?
Keng-Boon Ooi, others (2023). Social media influencers: An effective marketing approach?. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2023.113773.
Plain-English take
Mobile convenience, interactivity, and influencer credibility shape attitudes; product/service attitude fully mediates influencer-attitude effects on actual purchase behavior. For your marketing: Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
3/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Cross-sectional questionnaire study using structural equation modeling; includes actual purchase behavior outcome.
Mobile users in a developing-country context; 100 usable respondents are reported in indexed study descriptions.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
How do mobile convenience, interactivity, and influencer credibility lead to actual purchase behavior?
Design
Cross-sectional questionnaire study using structural equation modeling; includes actual purchase behavior outcome.
Sample and setting
Mobile users in a developing-country context; 100 usable respondents are reported in indexed study descriptions.
Reported result
What the study found
Mobile convenience, interactivity, and influencer credibility shape attitudes; product/service attitude fully mediates influencer-attitude effects on actual purchase behavior.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Authors state generalization should be cautious because the study is in a developing country and uses self-reported mobile-user data; experiments are suggested as future work.
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
Publisher abstract/limitations state the constructs, mediation, actual-purchase outcome, developing-country focus, and self-report limitation. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.