Followers’ reactions to influencers’ Instagram posts

Published on Feb 19, 2020in Spanish Journal of Marketing - ESIC
· DOI :10.1108/SJME-11-2019-0100
Daniel Belanche16
Estimated H-index: 16
Marta Flavián2
Estimated H-index: 2
Sergio Ibáñez-Sánchez8
Estimated H-index: 8
The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships.,The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products.,The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product.,Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts.,This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns.,Esta investigacion analiza como lograr comportamientos positivos hacia los influencers (mayor interaccion del consumidor con la cuenta) y los productos promocionados (busqueda de informacion sobre el producto), en funcion del ajuste influencer-producto en una campana de marketing de moda. Ademas, se estudian el seguimiento de la cuenta y la implicacion con el producto como posibles moderadores en estas relaciones.,Los datos de la investigacion se recogieron a traves de una encuesta realizada a usuarios de Instagram que conocian previamente a la influencer estudiada. A traves de un diseno experimental se manipularon las publicaciones de la influencer para analizar las reacciones de los consumidores, mas concretamente, sus intenciones de interactuar con la cuenta del influencer y de buscar mas informacion sobre los productos promocionados.,Los resultados de la investigacion sugieren que un buen ajuste entre los influencers y los productos promocionados incentiva a los usuarios a buscar informacion sobre estos productos, pero no afecta a su intencion de interactuar con la cuenta de Instagram de la influencer. No obstante, las reacciones hacia las publicaciones de la influencer difieren dependiendo de si los consumidores son o no seguidores de la influencer y del nivel de implicacion con el producto promocionado.,El trabajo muestra la necesidad de gestionar adecuadamente las acciones de marketing en las que participan influencers. Las marcas deben conocer el publico al que se dirigen los influencers y su implicacion con los productos promocionados, para que la publicacion promocionada resulte natural. Por su parte, los influencers deben promocionar los productos de marcas que se ajusten a su propio estilo para asi incrementar la interaccion del publico con sus cuentas.,Este trabajo indica algunas de las caracteristicas que han de tener las campanas de marketing con influencers cuando su objetivo es estimular comportamientos de los consumidores tales como la interaccion con la cuenta y la busqueda de informacion sobre el producto.,Influencers, seguidores, Instagram, intencion de interactuar, busqueda de informacion de productos, implicacion con el producto,Trabajo de investigacion
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