When more likes is not better: the consequences of high and low likes-to-followers ratios for perceived account credibility and social media marketing effectiveness

Vries, Eline L. E. De

doi:10.1007/s11002-019-09496-6

Cited by 43 publications

(28 citation statements)

References 10 publications

(11 reference statements)

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“…This study also furthers the bandwagon literature in the realm of social media advertising by showing that the bandwagon cues that accompany social media ads can influence consumer psychology and ad effectiveness. In line with previous research that demonstrated that Instagram users formed their credibility judgment of social media accounts based on the number of likes a post receives (De Vries, 2019) and the number of followers of the influencer (Weismueller et al, 2020), this study demonstrated similar pattern for Twitter: audience metrics including the number of likes, the number of retweets and the number of comments collectively influenced Twitter users' evaluation of social media ads and their emotional reactions to ads, which in turn affected their behavioral intention related to the product and the brand. In addition, this study extends the existing literature by uncovering the underlying cognitive and emotional mechanisms through which bandwagon cues can improve ad persuasion on social media.…”

Section: Discussionsupporting

confidence: 89%

“…There is evidence that consumer evaluation of source credibility can influence how they respond to the social media account and the persuasive branded messages that they encounter on social media (e.g. De Vries, 2019;Jin and Muqaddam, 2019;McLaughlin, 2016 et al (2018) found that brand credibility positively affected brand image and social media users' purchase intention of the brand. In addition, a line of research focusing on influencer marketing has collectively discovered that social media users' perceived credibility judgment of the influencers could affect their trust in influencers' branded content (Lou and Yuan, 2019), their brand attitude (Jin and Muquaddam, 2019) and purchase intention (Lou and Yuan, 2019;M€ uller et al, 2018;Sokolova and Kefi, 2020;Weismueller et al, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Previous research primarily examined the cognitive mechanisms through which corporate credibility can affect persuasive outcomes (e.g. De Vries, 2019;Jin and Muqaddam, 2019) while ignoring any potential affective mechanisms. As discussed above, it is possible that consumers' emotional responses toward the source may mediate the persuasion process (Shen, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

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The role of corporate credibility and bandwagon cues in sponsored social media advertising

Vafeiadis

Xiao

et al. 2020

CCIJ

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PurposeSponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate information on social media ads affects how consumers perceive them. It also investigates whether an ad's evaluation metrics on Twitter (e.g. number of likes/comments) influence its persuasiveness and consumers' behavioral intentions towards the sponsoring company. Underlying cognitive and affective mechanisms through which sponsored content operates are also investigated.Design/methodology/approachA 2 (corporate credibility: low vs high) by 2 (bandwagon cues: low vs high) between-subjects experiment was conducted.FindingsThe findings showed that corporate credibility and bandwagon cues can influence social media ad effectiveness. Sponsored content from high-credibility companies – evoked more favorable attitudes and behavioral intentions – is perceived as less intrusive, and elicits less anger than equivalent posts from low-credibility companies. Furthermore, it was found that bandwagon cues work via different pathways. For high-credibility corporations, a high number of bandwagon cues improved ad persuasiveness by mitigating consumers' anger towards intrusive sponsored content. Conversely, for low-credibility corporations high bandwagon cues enhanced ad persuasiveness, and this triggered more positive attitudes towards it.Originality/valueThis paper is the first to test corporate credibility and bandwagon effects in social media ads, while also exploring consumers' cognitive and affective responses to sponsored content. Implications for how companies with varying popularity levels should promote products on social media are discussed.

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Section: Discussionsupporting

confidence: 89%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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The role of corporate credibility and bandwagon cues in sponsored social media advertising

Vafeiadis

Xiao

et al. 2020

CCIJ

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“…This current study implemented additional feature engineering from the data provided in Section 2.2.2 above to more holistically capture user activity on Instagram. The four features created include: follow ratio (

) ( Longobardi et al, 2020 ; Woodruff et al, 2018 ) engagement (

) sum of average comments and average likes per follower (

) ( De Vries, 2019 ) average comments-to-average-likes ratio (

) …”

Section: Methodsmentioning

confidence: 99%

Predicting acute suicidal ideation on Instagram using ensemble machine learning models

Lekkas

Klein

Jacobson

2021

Internet Interventions

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Introduction Online social networking data (SN) is a contextually and temporally rich data stream that has shown promise in the prediction of suicidal thought and behavior. Despite the clear advantages of this digital medium, predictive modeling of acute suicidal ideation (SI) currently remains underdeveloped. SN data, in conjunction with robust machine learning algorithms, may offer a promising way forward. Methods We applied an ensemble machine learning model on a previously published dataset of adolescents on Instagram with a prior history of lifetime SI ( N = 52) to predict SI within the past month. Using predictors that capture language use and activity within this SN, we evaluated the performance of our out-of-sample, cross-validated model against previous efforts and leveraged a model explainer to further probe relative predictor importance and subject-level phenomenology. Results Linguistic and SN data predicted acute SI with an accuracy of 0.702 (sensitivity = 0.769, specificity = 0.654, AUC = 0.775). Model introspection showed a higher proportion of SN-derived predictors with substantial impact on prediction compared with linguistic predictors from structured interviews. Further analysis of subject-specific predictor importance uncovered potentially informative trends for future acute SI risk prediction. Conclusion Application of ensemble learning methodologies to SN data for the prediction of acute SI may mitigate the complexities and modeling challenges of SI that exist within these time scales. Future work is needed on larger, more heterogeneous populations to fine-tune digital biomarkers and more robustly test external validity.

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“…With an average of 7.3 likes per post, interaction was relatively low [ 13 , 14 ]. The highest numbers of interactions were achieved for posts in the categories of engagement and self-awareness.…”

Section: Discussionmentioning

confidence: 99%

Using Instagram to Enhance a Hematology and Oncology Teaching Module During the COVID-19 Pandemic: Cross-sectional Study

Koenig¹,

Buentzel²,

Jung³

et al. 2021

JMIR Med Educ

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Background The COVID-19 pandemic necessitated the rapid expansion of novel tools for digital medical education. At our university medical center, an Instagram account was developed as a tool for medical education and used for the first time as a supplement to the hematology and medical oncology teaching module of 2020/2021. Objective We aimed to evaluate the acceptance and role of Instagram as a novel teaching format in the education of medical students in hematology and medical oncology in the German medical curriculum. Methods To investigate the role of Instagram in student education of hematology and medical oncology, an Instagram account was developed as a tie-in for the teaching module of 2020/21. The account was launched at the beginning of the teaching module, and 43 posts were added over the 47 days of the teaching module (at least 1 post per day). Five categories for the post content were established: (1) engagement, (2) self-awareness, (3) everyday clinical life combined with teaching aids, (4) teaching aids, and (5) scientific resources. Student interaction with the posts was measured based on overall subscription, “likes,” comments, and polls. Approval to conduct this retrospective study was obtained from the local ethics commission of the University Medical Center Goettingen. Results Of 164 medical students, 119 (72.6%) subscribed to the Instagram account, showing high acceptance and interest in the use of Instagram for medical education. The 43 posts generated 325 interactions. The highest number of interactions was observed for the category of engagement (mean 15.17 interactions, SD 5.01), followed by self-awareness (mean 14 interactions, SD 7.79). With an average of 7.3 likes per post, overall interaction was relatively low. However, although the category of scientific resources garnered the fewest likes (mean 1.86, SD 1.81), 66% (27/41) of the student participants who answered the related Instagram poll question were interested in studies and reviews, suggesting that although likes aid the estimation of a general trend of interest, there are facets to interest that cannot be represented by likes. Interaction significantly differed between posting categories (P<.001, Welch analysis of variance). Comparing the first category (engagement) with categories 3 to 5 showed a significant difference (Student t test with the Welch correction; category 1 vs 3, P=.01; category 1 vs 4, P=.01; category 1 vs 5, P=.001). Conclusions Instagram showed high acceptance among medical students participating in the hematology and oncology teaching curriculum. Students were most interested in posts on routine clinical life, self-care topics, and memory aids. More studies need to be conducted to comprehend the use of Instagram in medical education and to define the role Instagram will play in the future. Furthermore, evaluation guidelines and tools need to be developed.

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When more likes is not better: the consequences of high and low likes-to-followers ratios for perceived account credibility and social media marketing effectiveness

Abstract: When more likes is not better: the consequences of high and low likes-tofollowers ratios for perceived account credibility and social media marketing effectiveness.

Cited by 43 publications

References 10 publications

The role of corporate credibility and bandwagon cues in sponsored social media advertising

The role of corporate credibility and bandwagon cues in sponsored social media advertising

Predicting acute suicidal ideation on Instagram using ensemble machine learning models

Using Instagram to Enhance a Hematology and Oncology Teaching Module During the COVID-19 Pandemic: Cross-sectional Study

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