Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

Lee, Susanna; Kim, Eunice

doi:10.1080/20932685.2020.1752766

Cited by 141 publications

(106 citation statements)

References 47 publications

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“…Furthermore, Instagram provides a more suitable environment than other social media platforms for travel-related content (Jin et al , 2019). Instagram is also the most popular social media platform for SMIs to post brand-related content (Lee and Kim, 2020). The stimuli were created to resemble authentic Instagram posts and pretested with 34 students for realism.…”

Section: Overview Of the Studiesmentioning

confidence: 99%

Effectiveness of sustainability communication on social media: role of message appeal and message source

Kapoor

Balaji

Jiang

2021

IJCHM

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Purpose This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined. Design/methodology/approach Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions. Findings Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship. Research limitations/implications This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels. Practical implications According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media. Originality/value This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

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Section: Overview Of the Studiesmentioning

confidence: 99%

Effectiveness of sustainability communication on social media: role of message appeal and message source

Kapoor

Balaji

Jiang

2021

IJCHM

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“…Literature suggests that celebrity attractiveness, credibility and celebrity-product congruence and brand credibility are significant positive predictors of celebrity endorsement within mass media context (Bergkvist and Zhou, 2016; Silvera and Austad, 2004). Besides another essential component of source credibility, the brand credibility also has a positive impact on consumers' attitudes and PIs through providing authentic brand signals for consumers, especially on microblog which is riddled with misleading information (Lee and Kim, 2020; Yu and Yuan, 2019). Recent studies have paid more attention to the influence of PSI due to the interactivity and closer follower-celebrity relationship on microblog (e.g.…”

Section: Introductionmentioning

confidence: 99%

Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog

Gong

2020

APJML

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PurposeThis study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically.Design/methodology/approachThis study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment to test the hypotheses.FindingsBrand credibility has a positive effect on followers' attitudes toward advertising and products, and product involvement influences its moderation. PSI has salient positive effects on followers' attitudes and behavioral intention, regardless of high/low product involvement. Brand credibility mediates PSI's influence on celebrity endorsement.Research limitations/implicationsThe results reinforce the significant effect of PSI on endorsement effectiveness and brand credibility, show the influence of brand credibility and product involvement and show how their influence conditionally interacts with others.Practical implicationsThe corporate advertiser should prefer a high PSI celebrity as their endorser. The advertising message design on the microblog also deserves the attention of advertisers.Originality/valueThis study is the primary attempt to construct an integral model to demonstrate the synthetic effect and interaction process of consumers' perception of the endorser, brand and product category factors on celebrity endorsement within the social media context.

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“…These are the lifetime value of the customer (customer shopping behaviour), the value of the customer's recommendation, the value influencing the customer (which includes the customer's behaviour with regards to influencing other customers), and the knowledge value for the customer. The findings reveal that Instagram product-related posts about highly trusted brands have a positive impact on its credibility, access to advertising and intention to purchase by followers [12].…”

Section: Introductionmentioning

confidence: 92%

An Analysis of Products Communicated on Instagram by the Most followed Czech Influencers

Kvěchová

2021

SHS Web of Conf.

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The aim of this contribution is to determine and analyse the types of products the five most followed Instagram influencers in the Czech Republic promoted during the period September 2019 – September 2020. The most followed influencers in 2020 were identified on the basis of the highest number of followers (Leoš Mareš, Petr Čech, Jirka Král, Karolina Kurková and Anna Šulcová). The next step was to calculate the frequency of product-related posts by each influencer according to the individual product types. Based on the data, it can be concluded that the most frequent product-related posts are associated with clothing and accessories, followed by magazines, cosmetics, e-shops, sports, travel, culture, children’s goods or restaurants.

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Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

Cited by 141 publications

References 47 publications

Effectiveness of sustainability communication on social media: role of message appeal and message source

Effectiveness of sustainability communication on social media: role of message appeal and message source

Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog

An Analysis of Products Communicated on Instagram by the Most followed Czech Influencers

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