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This research examines how influencer communication styles shape followers’ purchasing decisions. Drawing on the Stereotype Content Model and Signaling Theory, we develop and test a model that differentiates between two key communication styles: social-oriented (characterized by supportiveness and humor) and competence-indicative (characterized by structuredness, substantiveness, and precision). To assess the impact of these styles, we investigated their effects on perceived expertise and perceived closeness. Data were collected through a survey published by well-known influencers, yielding 230 valid responses. Structural Equation Modeling (SEM) was employed for analysis. Results indicate that social-oriented communication styles enhance perceived closeness, while competence-indicative styles strengthen perceived expertise. Moreover, both perceived closeness and perceived expertise mediate the relationship between communication styles and purchasing decisions. This research contributes to the influencer marketing literature and deepens our understanding of how influencer communication drives consumer behavior. This study also provides practical guidance for brands in selecting influencers whose communication styles align with their marketing objectives.
Alsaad et al. (Mon,) studied this question.