Influencer characteristics, meaning transfer, consumer attitudes, and furniture purchase intention
-
Patience Nyawasha(1*)
Department of Management, Faculty of Economics and Business, University of Indonesia
-
Lamin Saidyjeng(2)
Department of Management, Faculty of Economics and Business, University of Indonesia
(*) Corresponding Author
Keywords:
Influencer Marketing, Meaning Transfer, Furniture Industry, Zimbabwe
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
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References
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Dwinggo S. A., & Rawas, S. (2024). From Likes to Buys: Unveiling the Impact of Social Media Influencers on Consumer Behavior and Market Dynamics. TEM Journal, 13(3), 2156–2161. https://doi.org/10.18421/TEM133-43
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https://doi.org/10.4018/979-8-3693-7773-4
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Ferrer-López, M. (2020). Neuromarketing y la medición del efecto de la publicidad de influencers en adolescentes. Revista Mediterránea de Comunicación, 11(2), 241. https://doi.org/10.14198/MEDCOM2020.11.2.11
Gallego, J. S. R., Torres, J. A. S., Irurita, A. A., & Cañada, F. J. A. (2023). Are social media influencers effective An analysis of information adoption by followers. International Journal of Technology Marketing, 17(2), 188.
https://doi.org/10.1504/IJTMKT.2023.130026
Gallo, L., Kim, P., Churchill, I., Rae, C., Voineskos, S. H., Thoma, A., Pusic, A. L., Cano, S. J., & Klassen, A. F. (2025). Establishing Convergent Validity of the FACE-Q Aesthetics Module Scales. Aesthetic Surgery Journal, 45(5), 508–513.
https://doi.org/10.1093/asj/sjaf003
Goel, P., Rana, N. P., Charles, V., & Sharma, A. (2025). Bringing veganism to the wardrobe: examining consumers’ intention to buy vegan leather. International Studies of Management & Organization, 55(1), 52–82.
https://doi.org/10.1080/00208825.2024.2374117
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Houhamdi, Z., & Athamena, B. (2019). RETRACTED ARTICLE Impacts of information quality on decision-making. Global Business and Economics Review, 21(1), 26. https://doi.org/10.1504/GBER.2019.096854
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Kerins, J., Smith, S. E., Stirling, S. A., Wakeling, J., & Tallentire, V. R. (2021). Transfer of training from an internal medicine boot camp to the workplace: enhancing and hindering factors. BMC Medical Education, 21(1), 485. https://doi.org/10.1186/s12909-021-02911-5
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https://doi.org/10.1108/MIP-10-2021-0349
Kim, Y., Jeong, S. S., Yiu, D. W., & Moon, J. (2021). Frequent CEO Turnover and Firm Performance: The Resilience Effect of Workforce Diversity. Journal of Business Ethics, 173(1), 185–203. https://doi.org/10.1007/s10551-020-04534-0
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Published
2026-11-01
How to Cite
Nyawasha, P., & Saidyjeng, L. (2026). Influencer characteristics, meaning transfer, consumer attitudes, and furniture purchase intention. Journal of Management : Small and Medium Enterprises (SMEs), 19(3), 2201 - 2219. https://doi.org/10.35508/jom.v19i3.29384
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Articles
