The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

Purpose The study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study investigates the impact of credibility, engagement and homophily on intentions to buy fashion products recommended by the blogger. Design/methodology/approach The empirical research builds on an online survey with a sample of 402 consumers (189 Italian and 213 Taiwanese). The proposed model was tested through structural equation modeling. Findings Results showed that homophily and the fashion blogger credibility positively influenced the engagement within the blog. Moreover, perceived similarity with the other blog's followers (homophily) and a higher engagement with the blog both translated in a stronger intention to buy the sponsored products and to spread a positive word-of-mouth about the fashion blogger. Practical implications The study has practical implications since it identifies strategic suggestions for both companies that create partnerships with famous fashion bloggers and bloggers who have turned their diary-style websites into a business. Originality/value The study contributes to a better understanding of the influence exerted by blog engagement on intentions to follow blogger's recommendations. The study also examines credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to blogs.