Can information and entertainment compensate for affection? A Cross-Sectoral Analysis of Social Media Influencers

Drawing on persuasion theory and the affect transfer hypothesis, this study explores how affection for social media influencers mediates and moderates followers' content perception (entertainment and informational value) and purchase intent. Using a dataset of 6,633 French female followers across fashion, beauty, sports, news, and personal development sectors, and analyzed via PLS-SEM, results show affection's dual role. Information quality enhances affection, while entertainment compensates for low affection, especially among younger followers in beauty and fashion. Information quality, entertainment, and affection explain purchase intent across sectors, with older users valuing information quality more and showing higher purchase intent.