Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude
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Citations
Strategic Communication through Social Media Influencers: Current State of Research and Desiderata
The urgent need for more research on influencer marketing
To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations
Under the influence of a blogger: The role of information‐seeking goals and issue involvement
Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability
References
Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach
Social Network Sites: Definition, History, and Scholarship
Communication and Persuasion: Central and Peripheral Routes to Attitude Change
Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?
Social Influence: Compliance and Conformity
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Frequently Asked Questions (6)
Q2. What is the effect of divergence on Ab?
Their data suggest that divergence has a positive effect on perceived uniqueness, which, in turn, increases attitude towards the brand.
Q3. What is the effect of number of followers on likeability?
As number of followers indicates audience size and influencers disseminate their ideas among them, having more followers accelerates the diffusion of information (Yoganarasimhan, 2012).
Q4. What is the effect of naive theories on brand attitudes?
Following the naïve theory of exclusivity, the authors expect consumers to have a better attitude towards brands with divergent product designs compared to brands with standard designs because they are perceived as more unique.
Q5. How many followers did the experiment use?
The experiment used a 2 (number of followers: moderate vs. high) by 2 (number of followees: low vs. high) between-subjects experimental design.
Q6. What is the effect of number of followers on influencer likeability?
higher numbers of followers may result in larger reach of the (commercial) message and may thus leverage the power of WOM at scale (Talavera, 2015).