Effects of fashion blogger credibility, engagement and risk-taking behaviour on followers' shopping intentions. A study of Italian consumers

The present study investigates the impact of blogger credibility, homophily, engagement and risk-taking behaviour on readers’ shopping intentions. Despite the growing relevance of these issues, past studies have neglected the relevance of a joint analysis of such dimensions. To fill this gap, the study proposes and tests a model that explains blog followers’ intentions to buy products sponsored by the fashion blogger. Results from a survey on Italian consumers show that blogger credibility and homophily have a significant effect on blog engagement, which, in turn, positively affects both e-word-of-mouth and purchase intentions toward blogger’s sponsored products. Finally, theoretical and practical implications of the findings are discussed.