Résumés
Abstract
This research examines the role of social media influencers (SMIs) in higher education brand strategy, focusing on how their characteristics influence attitudes in a multicultural context. The model explores the relationships between SMIs’ attributes—social attractiveness, attitude homophily, and interactivity—and perceived expertise, authenticity, and trustworthiness, as well as their impact on brand trust. Based on a study of 276 participants using structural equation modeling, the findings reveal that SMIs significantly influence brand trust, with trustworthiness being the strongest predictor. Interestingly, authenticity had less impact, while global identity behaviors led to more uniform perceptions across diverse groups.
Keywords:
- cross-cultural,
- digital marketing,
- higher education and research,
- influencer marketing,
- influencer power,
- social media
Résumé
Cette recherche examine le rôle des influenceurs sur les réseaux sociaux (SMI) dans la stratégie de marque de l’enseignement supérieur et leur influence sur les attitudes dans un contexte multiculturel. Le modèle analyse les relations entre les attributs des SMI (attractivité sociale, homophilie d’attitude, interactivité) et les attributs perçus (expertise, authenticité, fiabilité), ainsi que leur impact sur la confiance dans la marque. L’étude, menée auprès de 276 participants, utilise la modélisation par équations structurelles et une analyse multigroupe. Les résultats montrent que les SMI sont cruciaux dans la stratégie des marques, la fiabilité étant le meilleur prédicteur de la confiance, tandis que l’authenticité joue un rôle moindre. L’identité globale conduit à des perceptions plus uniformes.
Mots-clés :
- cross-culturel,
- enseignement supérieur et recherche,
- marketing d’influence,
- marketing digital,
- réseaux sociaux,
- pouvoir de l’influenceur
Resumen
Esta investigación examina el papel de los influencers de redes sociales (SMI) en la estrategia de marca de la educación superior y su impacto en las actitudes en un contexto multicultural. El modelo explora las relaciones entre los atributos de los SMI (atractividad social, homofilia de actitud e interactividad) y los atributos percibidos (expertise, autenticidad y confiabilidad), y su impacto en la confianza en la marca. El estudio, con 276 participantes, usó modelado estructural y análisis multigrupo. Los resultados destacan la importancia de los SMI en la estrategia de marca, siendo la confiabilidad el mayor predictor de confianza, mientras que la autenticidad tuvo menor impacto. La identidad global generó percepciones más uniformes.
Palabras clave:
- educación superior e investigación,
- interculturalidad,
- marketing de influencia,
- marketing digital,
- medios sociales,
- poder de los influencers
Parties annexes
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