Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude
read more
Citations
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit
Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions
Influencers on Instagram: Antecedents and consequences of opinion leadership
Perceived retail crowding and shopping satisfaction: The role of shopping values
References
Uniqueness, the human pursuit of difference
Opinion Leaders and Opinion Seekers: Two New Measurement Scales
Too Much of a Good Thing? The Relationship Between Number of Friends and Interpersonal Impressions on Facebook
Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement
A Meaning-based Model of Advertising Experiences
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).