The Relationship of Social Media Influencer Characteristics with Brand Love and Brand Respect

Document Type : Original Article

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Faculty of Commerce, Cairo University, Giza, Egypt

Abstract

The purpose of this study is to examine the relationship between social media influencer characteristics (SMICs) and brand love and brand respect in the fast-food chain restaurants in Egypt. Accordingly, literature has been reviewed, and secondary data regarding social media influencers have been gathered. Furthermore, a quantitative method has been conducted using a self-administered online questionnaire to collect data and determine the relationship of SMICs with brand love and brand respect. A single cross-sectional design has been employed to gather the data from 400 Egyptian young adult (millennials and Generation Z), with 392 valid questionnaires. Moreover, the data have been analyzed using (IBM SPSS V.27). The findings reveal that social media influencer characteristics, including expertise, trustworthiness, attractiveness, and homophily, and brand love and brand respect are positively related. Accordingly, social media influencer characteristics has a positive relationship with brand love and brand respect in the fast-food industry in Egypt.

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