Identifying and categorizing influencers on Instagram with eye tracker

Abstract

Purpose This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing. Design/methodology/approach The data are evaluated using statistical tests, correlation and cluster analysis. Findings It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates. Research limitations/implications The generalizability of the results across different regional settings requires further investigation. Practical implications Good labeling of native advertising leads to greater success. Originality/value This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.