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
Sources
Abstract
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
References63
Newest
#1Robert Rietveld (UvA: University of Amsterdam)H-Index: 3
#2Willemijn van Dolen (UvA: University of Amsterdam)H-Index: 20
Last. Marcel Worring (UvA: University of Amsterdam)H-Index: 49
view all 4 authors...
Abstract Visual-based social media are growing exponentially and have become an integrated part of the customer engagement strategy of many brands. Prior work points to the textual message content as a driver of customer engagement behavior. So far, little is known about the impact of visual message content, specifically visual emotional and informative appeals. We extract emotional and informative appeals from Instagram posts using machine learning models and use a Negative Binomial model to ex...
21 CitationsSource
#1Sophie C. Boerman (UvA: University of Amsterdam)H-Index: 16
Abstract Social media influencers – such as the ‘Instafamous’ – are required to disclose any commercial relationship. To achieve transparency, Instagram has introduced a standardized disclosure (‘Paid partnership with [brand]’). This study examined whether this disclosure effectively raises ad recognition, and how this consequently affects consumers' responses to the message, influencer, and brand. Additionally, the effects of the disclosure were compared between micro- (
33 CitationsSource
#1David Jiménez-Castillo (UAL: University of Almería)H-Index: 7
#2Raquel Sánchez-Fernández (UAL: University of Almería)H-Index: 11
Abstract Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how effective digital influencers are in recommending brands via electronic word-of-mouth by examining whether the potential influence they have on their followers may affect brand engagement in self-c...
33 CitationsSource
This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels.,Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie.,Webrooming improves the shopping experience. Online recommendations from anonymous customers increas...
10 CitationsSource
Today’s society interest in mobile photography drives consumers’ and brands’ growing usage of Instagram. This paper aims to address the consequences of excessive use of Instagram on the negative feeling of losing information when not connected and the emotional fatigue resulting from an overcharge with new information. The mediating role of addiction between Instagram overuse and the two outcomes is also analyzed.,Data from 342 active Instagram users were used to test the proposed model, applyin...
5 CitationsSource
The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the effects of museum-generated content (MGC) on perceived information quality and perceived customer service and perceived information quality and perceived customer service on visit intention and, second, to test the model with two samples to make comparisons that provide useful insights.,Data were collected through an onli...
5 CitationsSource
Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. F...
15 CitationsSource
#1Chen Lou (NTU: Nanyang Technological University)H-Index: 8
#2Shupei Yuan (NIU: Northern Illinois University)H-Index: 12
AbstractIn the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing...
120 CitationsSource
#1Anuja Arora (JIIT: Jaypee Institute of Information Technology)H-Index: 11
#2Shivam BansalH-Index: 3
Last. Yogesh K. Dwivedi (Swansea University)H-Index: 84
view all 5 authors...
Abstract The growth of social media has completely revamped the way people interact, communicate and engage. These platforms play a key role in facilitating greater outreach and influence. This study proposes a mechanism for measuring the influencer index across popular social media platforms including Facebook, Twitter, and Instagram. A set of features that determine the impact on the consumers are modelled using a regression approach. The underlying machine learning algorithms including Ordina...
81 CitationsSource
#1Antonia Erz (CBS: Copenhagen Business School)H-Index: 5
#2Ben Marder (Edin.: University of Edinburgh)H-Index: 14
Last. Elena Osadchaya (Edin.: University of Edinburgh)H-Index: 1
view all 3 authors...
Abstract Hashtags have become a ubiquitous and seminal feature of social media; however, a comprehensive understanding of what motivates and predicts their use is yet to be addressed. To fill this gap, this research investigates motives of hashtag use and their effect on behavioral outcomes based on the Uses and Gratifications (U&G) approach. Through a two-phase mixed method data collection, we distill six motives of hashtag use in the context of Instagram: Self-presentation, Chronicling, Invent...
22 CitationsSource
Cited By2
Newest
#1Daniel Belanche (University of Zaragoza)H-Index: 16
#2Luis V. Casaló (University of Zaragoza)H-Index: 30
Last. Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
view all 4 authors...
Abstract Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers' promotional actions affect their...
Source
#1Sergio Ibáñez-Sánchez (University of Zaragoza)H-Index: 8
#2Marta Flavián (University of Zaragoza)H-Index: 2
Last. Daniel Belanche (University of Zaragoza)H-Index: 16
view all 4 authors...
Source
Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience in shopping and comprehend the role of celebrity endorsement. The SmartPls 3.0 was used in data analyzing techniques, and bootstrap testing was also employed. The results show that celebrity endors...
Source
#1Wondwesen Tafesse (United Arab Emirates University)H-Index: 13
#2Bronwyn P. Wood (United Arab Emirates University)H-Index: 2
Abstract Influencer marketing has emerged as an effective approach for brands to connect with customers through social media influencers. Although influencer marketing has attracted increased interest from marketing researchers in recent years, relatively little is known about influencers' content and engagement strategy and its links to followers' engagement behavior. The present study addresses this gap by examining how measures of influencers' content and engagement strategy (i.e., follower c...
6 CitationsSource