Exploring how followers’ verification behavior influence sharing decisions: the role of source, content, and audience factors

Article

Aldlimi, T., Priporas, C. and Chang, S. 2025. Exploring how followers’ verification behavior influence sharing decisions: the role of source, content, and audience factors. Qualitative Market Research: An International Journal. 28 (3), pp. 474-505. https://doi.org/10.1108/QMR-08-2024-0159
TypeArticle
TitleExploring how followers’ verification behavior influence sharing decisions: the role of source, content, and audience factors
AuthorsAldlimi, T., Priporas, C. and Chang, S.
Abstract

Due to the pervasive use of social media platforms, firms use Social Media Influencers (SMIs) to exploit the massive number of social media users to promote their products and services. The success of influencer marketing remains in strong influencer–follower engagement. One method to engage with SMIs is through sharing their content. Yet, little has been investigated about the factors that encourage followers' sharing decisions. This article addresses this gap by adopting the Communication Persuasion Matrix (CPM) to identify factors related to the source, message, and audience. Moreover, it explores how followers' verification behavior influences their sharing behavior, employing digital media literacy to understand how followers evaluate and verify SMIs' content. Based on 21 semi-structured interviews, this qualitative study's findings conclude that factors like source popularity, content creativity, audience personal values, and self-efficacy influence followers' sharing behavior. The results also suggest a framework that links verification behavior to sharing behavior and demonstrates that verification behavior is important when engaging with SMIs.

KeywordsSocial media influencers; influencer marketing; engagement; sharing behavior; Communication Persuasion Matrix; verification behavior
Sustainable Development Goals12 Responsible consumption and production
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherEmerald Publishing Limited
JournalQualitative Market Research: An International Journal
ISSN1352-2752
Publication dates
Online25 Mar 2025
Print29 Apr 2025
Publication process dates
Accepted26 Feb 2025
Deposited10 Mar 2025
Output statusPublished
Accepted author manuscript
License
File Access Level
Open
Copyright Statement

Copyright © 2025, Emerald Publishing Limited.
This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please visit Marketplace / seek permission of the publisher'

Digital Object Identifier (DOI)https://doi.org/10.1108/QMR-08-2024-0159
LanguageEnglish
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Examining leisure constraints for ski centre visitors: implications for services marketing
Andronikidis, A., Vasiliadis, C., Priporas, C. and Kamenidou, I. 2007. Examining leisure constraints for ski centre visitors: implications for services marketing. Journal of Hospitality & Leisure Marketing. 15 (4), pp. 69-86.
Understanding total quality management in context: qualitative research on managers' awareness of TQM aspects in the Greek service industry
Psychogios, A. and Priporas, C. 2007. Understanding total quality management in context: qualitative research on managers' awareness of TQM aspects in the Greek service industry. The Qualitative Report. 12 (1), pp. 40-66.
Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers
Andronikidis, A., Vassiliadis, C., Fotiadis, T. and Priporas, C. 2008. Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers. International Journal of Technology Marketing. 3 (1), pp. 20-38.
Services managers’ awareness of crisis management: attitudes and preparation
Priporas, C. and Poimenidis, I. 2008. Services managers’ awareness of crisis management: attitudes and preparation. Innovative Marketing. 4 (3), pp. 37-45.
Patient satisfaction measurement for in-hospital services: a pilot study in Greece
Priporas, C., Laspa, C. and Kamenidou, I. 2008. Patient satisfaction measurement for in-hospital services: a pilot study in Greece. Journal of Medical Marketing. 8 (4), pp. 325-340. https://doi.org/10.1057/jmm.2008.21
University students attitudes to mobile political communication
Mylona, I. and Priporas, C. 2008. University students attitudes to mobile political communication. International Journal of Mobile Marketing. 3 (2), pp. 54-60.
Measuring destination image and consumer choice criteria: the case of Mykonos Island
Kamenidou, I., Mamalis, S. and Priporas, C. 2009. Measuring destination image and consumer choice criteria: the case of Mykonos Island. Tourismos: an international multidisciplinary refereed journal of tourism. 4 (3), pp. 67-79.
Store choice in computer retailing: the case of home users in Greece
Theodoridis, C. and Priporas, C. 2009. Store choice in computer retailing: the case of home users in Greece. EuroMed Journal of Business. 4 (1), pp. 58-68. https://doi.org/10.1108/14502190910956693
Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels
Kamenidou, I., Balkoulis, N. and Priporas, C. 2009. Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels. International Journal of Leisure and Tourism Marketing. 1 (2), pp. 152-172. https://doi.org/10.1504/IJLTM.2009.026481
A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece
Galanou, E. and Priporas, C. 2009. A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece. International Journal of Training & Development. 13 (4), pp. 221-246.
Factors predicting consumers’ knowledge of spirulina health benefits
Kamenidou, I. and Priporas, C. 2010. Factors predicting consumers’ knowledge of spirulina health benefits. Journal of Food, Agriculture & Environment. 8 (1), pp. 16-20.
The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece
Iliopoulos, E. and Priporas, C. 2011. The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC Health Services Research. 11 (261).
Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation
Priporas, C. and Kamenidou, I. 2011. Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation. Journal of Brand Management. 18 (4/5), pp. 264-273. https://doi.org/10.1057/bm.2010.40
Qualitative findings on marketing management practices from Greek ski centers
Priporas, C., Vassiliadis, C. and Stylos, N. 2012. Qualitative findings on marketing management practices from Greek ski centers. Qualitative Market Research: An International Journal. 15 (4), pp. 385-403. https://doi.org/10.1108/13522751211257079
An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece
Vassiliadis, C., Priporas, C. and Andronikidis, A. 2013. An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece. Tourism Management. 34, pp. 61-70. https://doi.org/10.1016/j.tourman.2012.03.013
Market segmentation from a behavioral perspective
Wells, V., Chang, S., Oliveira-Castro, J. and Pallister, J. 2010. Market segmentation from a behavioral perspective. Journal of Organizational Behavior Management. 30 (2), pp. 176-198. https://doi.org/10.1080/01608061003756505
Substitutability and independence: matching analyses of brands and products
Foxall, G., Wells, V., Chang, S. and Oliveira-Castro, J. 2010. Substitutability and independence: matching analyses of brands and products. Journal of Organizational Behavior Management. 30 (2), pp. 145-160. https://doi.org/10.1080/01608061003756414
Consumer-based brand equity and brand performance
Oliveira-Castro, J., Foxall, G., James, V., Pohl, R., Dias, M. and Chang, S. 2008. Consumer-based brand equity and brand performance. The Service Industries Journal. 28 (4), pp. 445-461. https://doi.org/10.1080/02642060801917554
Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers
Priporas, C. and Mylona, I. 2008. Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers. International Journal of Mobile Communications. 6 (4), pp. 456-466.