Marketing

Influencer marketing

Linguistics

Product (mathematics)

Relationship marketing

Philosophy

Brand management

Business

Divergence (linguistics)

Advertising

Marketing management

Mathematics

Geometry

International Journal of Advertising

ABSTRACTFindings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude