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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Patience Nyawasha
Department of Management, Faculty of Economics and Business, University of Indonesia
Economics, Econometrics & Finance

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Influencer characteristics, meaning transfer, consumer attitudes, and furniture purchase intention Patience Nyawasha; Lamin Saidyjeng
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 3 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i3.29384

Abstract

This study aims to determine the impact of influencer characteristics (attractiveness, expertise, trustworthiness, information quality, creativity, design quality) and meaning transfer on consumer attitudes and purchase intentions in the furniture industry of Harare, Zimbabwe. A quantitative research design was employed, collecting data from 230 social media users in Harare, Zimbabwe, through structured questionnaires. The data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS software. Attractiveness, expertise, information quality, creativity, and meaning transfer had significant positive effects on consumer attitudes, while trustworthiness and design quality did not. Attitude, subjective norms, and perceived behavioral control significantly influenced purchase intention, with attitude demonstrating the strongest predictive power.The findings provide furniture marketers with evidence-based strategies to leverage social media influencers, enhancing consumer engagement and purchase intentions. If implemented effectively, these strategies could potentially support growth in Zimbabwe's furniture sector, create opportunities for local influencers, and contribute to digital economic development in emerging markets though these broader outcomes were not measured in this study.This study extends influencer marketing literature by integrating source credibility theory, meaning transfer theory, and the theory of planned behavior into a single framework, applied uniquely to the high-involvement furniture industry in a developing African economy. Keywords: Influencer Marketing; Meaning Transfer; Furniture Industry; Zimbabwe
Co-Authors Lamin Saidyjeng