How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

Lee, Susanna; Chen, Huan; Lee, Yu-Hao

doi:10.1108/jpbm-02-2020-2757

Cited by 32 publications

(30 citation statements)

References 80 publications

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“…Together, the findings emphasize influencers’ community and content strategy as crucial drivers of follower engagement behavior on social media. This emphasis on influencers’ strategy is a novel contribution as the vast majority of available studies on influencer marketing are follower-oriented and focus on followers’ motivation and perception to explain follower engagement behavior (Aw and Chuah, 2021; Jin et al , 2021; Lee et al , 2022; Malik et al , 2022; Woodroof et al , 2020), while the role of influencers’ strategy has largely been ignored.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation

Tafesse

Wood

2022

JPBM

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Purpose Drawing on insights from social influence theory, the MAIN model of digital media affordances and the literature on the attention economy, this study aims to investigate how social media influencers’ community and content strategy contribute to follower engagement behavior in the presence of competition. Design/methodology/approach This study used a web-scraped data set of Instagram influencers. It measured community strategy using influencers’ number of followers, number of following and breadth of interest; content strategy using modality type and number of posts; competition using number of influencers operating in the same primary domain of interest; and follower engagement behavior using number of likes and comments. A negative binomial regression model was estimated to test the proposed hypotheses. Findings The findings reveal that elements of influencers’ community and content strategies, such as number of followers, modality type and number of posts, influence follower engagement behavior. Similarly, competition significantly influences follower engagement behavior both independently and by interacting with influencers’ community and content strategy. Practical implications The findings offer insight for brands to identify suitable influencers for partnerships. For instance, brands can judge influencers’ suitability for partnership based on how many followers they have, how many posts they share and how many competitors they have. Further, the findings offer insight for influencers on how they can drive follower engagement behavior by managing their social media community and content. Originality/value This study develops an integrated model of factors that determine follower engagement behavior for social media influencers. The findings emphasize influencers’ strategy as the primary driver of follower engagement behavior. Extant studies focus on followers’ motivation and perception to explain follower engagement behavior while the role of influencers’ strategy is underplayed.

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Section: Theoretical Contributionsmentioning

confidence: 99%

Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation

Tafesse

Wood

2022

JPBM

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“…Celebrity–consumer congruence can be defined as the degree to which the image of the celebrity fits with the ideal image of consumers. When consumers perceive high celebrity–brand congruence, they tend to have favourable evaluations of endorsed products (Choi and Rifon, 2012; Lee et al , 2022; Paul and Bhakar, 2018). When celebrity–consumer congruence is high, consumers are likely to develop positive evaluations of endorsed products since consumers treat celebrities as exemplars and tend to imitate them when purchasing products and strengthening their ideal selves (Choi and Rifon, 2012; Pradhan et al , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement

Tseng

Wang

2023

JPBM

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Purpose Internet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by creating self-branded products. This study aims to examine the antecedents of consumer attitudes and purchase intentions towards internet celebrity self-brands by integrating cognitive consistency theory, cue utilisation theory and the literature on brand authenticity and celebrity involvement. Design/methodology/approach Two sub-samples of different social media brand communities were collected via online surveys of consumers with experience purchasing targeted internet celebrity self-brands. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data. Findings The results of the two sub-samples provide convergent evidence that brand–consumer congruence, brand authenticity and internet celebrity involvement have positive correlations with consumer attitudes towards internet celebrity self-brands, which then positively correlate with purchase intentions in both psychological (Sub-sample 1) and social (Sub-sample 2) brand communities. Originality/value To the best of the authors’ knowledge, this research is the first to develop a comprehensive model of consumers’ attitudes towards internet celebrity self-brands, which predict purchase intentions. The model is empirically tested in different social media brand communities, and the convergent results show the power of the proposed model. Internet celebrity involvement is proposed as a key driver of brand attitudes, which has received little attention. We conceptualise internet celebrity involvement and develop a scale to measure it. Based on the findings, we propose strategies to improve the marketing effectiveness of internet celebrity self-brands.

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“…It should be noted that, despite its age, Ohanian's scale is a reliable and valid measurement of celebrity credibility, a topic that has shifted to the online context in recent years (Halder et al, 2021). This scale is an essential tool to characterize celebrities and endorsers, and is frequently considered by digital influencer studies (e.g., Chung & Cho, 2017;Jin & Phua, 2014; J.-S. Lee et al, 2021;Li & Peng, 2021;Ma, 2021;Orazi & Newton, 2018;Shi et al, 2021) offering a relevant contribution to further understand online consumer behavior.…”

Section: Materials and Measuresmentioning

confidence: 99%

The influence of Instagrammers’ recommendations on healthy food purchase intention: The role of consumer involvement

Barbosa¹,

Añaña²

2023

cuadernosgestion

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This article examines the impact of digital influencers´ recommendations, especially Instagrammers, on the purchase intention of healthy food. In addition to the direct influence of source credibility on behavioral intention, the study also examines the influence of self-brand congruence and consumers’ involvement with healthy food on purchase intention. To test research hypotheses, a quantitative study was conducted with 221 Portuguese consumers. High and low involvement with healthy food groups were classified by K-Means Clustering, and the analysis of the structure and the measurement models was performed by using Smart-PLS software. The results confirmed that Instagrammers’ credibility drives self-brand congruence and purchase intention for healthy food. It was also confirmed that the involvement with healthy food moderates the influence of self-brand congruity and Instagrammers’ credibility on consumers’ intention to purchase healthy food, and that brand self-congruence partially mediates the influence of Instagrammers’ credibility on purchase intention. Overall, this work offers relevant insights for both marketing managers and researchers, as it demonstrates the importance of considering the indirect effects of source credibility on purchase intention of healthy food and of comparing consumers with high and low product involvement to effectively evaluate the impact of digital influencers’ in healthy food endorsement.

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How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

Cited by 32 publications

References 80 publications

Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation

Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation

Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement

The influence of Instagrammers’ recommendations on healthy food purchase intention: The role of consumer involvement

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