Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude
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Citations
The Product-Selling Strategy Under Direct and Indirect Value Identification
Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship
CSR communication on social media: the impact of source and framing on message credibility, corporate reputation and WOM
Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying
Postfeminist performance of domesticity and motherhood during the COVID-19 global lockdown: the case of Chiara Ferragni
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
Related Papers (5)
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
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).