Digital influencers in different cultural contexts: effects of authenticity and value perceptions

Purpose Brands can build meaningful, effective connections with consumers through digital influencers. This paper aims to understand the factors determining digital influencers’ success concerning brand-related (i.e. intention to follow influencer advice) and influencer-related (i.e. intention to recommend the influencer) outcomes. We present a conceptual model derived from established theories and psychological reasoning, identifying influencer authenticity and perceived value as important antecedents. We present satisfaction with the influencer and influencer credibility as the psychological mechanism explaining why antecedents transform into favorable outcomes. Design/methodology/approach With structural equation modeling and two studies (N1 = 814; N2 = 685) relying on active followers from two countries (the UK and India), this paper examines the direct and indirect effects of the value and authenticity of digital influencers on followers’ behavioral outcomes and the cultural context’s potential moderating effect. Findings Authenticity and value of digital influencers positively affect intention to follow influencer advice and recommend the influencer. Such effects are mediated by follower satisfaction and influencer credibility. The effects of influencer authenticity and value on intentions to follow and recommend are not stronger in India than in the UK. Originality/value We contribute to the literature by presenting a theoretically informed framework capturing the antecedents of successful influencers and the importance of differentiating brand-related and influencer-related outcomes. Furthermore, our studies highlight that research findings about influencers’ impact may not be generalizable to other cultural contexts.