Homefluencers' endorsement of millennial consumers' purchase intention in new normal
研究家庭网红赞助帖子如何通过广告识别影响千禧一代消费者的购买意愿，发现专业性和可信度比吸引力更有效，对品牌主和平台有实用建议。
Purpose The purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory. Design/methodology/approach This research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors. Findings Based on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness. Research limitations/implications This research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing “Homefluencer's Endorsement Model for Purchase Intention” (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects “change-of-persuasion meaning” on Instagram and Facebook, where research is rare. Practical implications This research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration. Originality/value The authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.