Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude
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Citations
How does watching YouTube fashion content impact perception of appearance: a phenomenological study of Korean women in Generation Z
Strategies for successful personal branding of celebrities on social media platforms: Involvement or information sharing?
Effect of Popularity Shocks on User Behaviour
Analyzing Australian SME Instagram Engagement via Web Scraping
Who you are: the result of influencers’ instagramming –a qualitative study of how consumers’ offline identity is influenced by influencers on Instagram
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).