117617 20260306152056.0 doi 10.1111/ijcs.12785 sideral 129085 ART-2022-129085 eng Herrando, Carolina Universidad de Zaragoza (orcid)0000-0002-2653-2473 Influencer endorsement posts and their effects on advertising attitudes and purchase intentions 2022 Access copy available to the general public Unrestricted This study examines the effects of influencer posts on Instagram users. Based on uses and gratifications theory, this experiment- based investigation analyses the effect of three different levels of product exposure (strong, mild and low) within an influencer ad post on users’ attitudes toward the ad, and their purchase intentions. Based on a sample of 602 Instagram users from Generations Y and Z, the empirical findings show that users who attribute infotainment and credibility to an influencer ad post perceive it to have greater ad value, which improves their attitude toward the ad and, consequently, positively affects their purchase intentions. However, the results do not find support for the negative effect of irritation on ad value. The contributions of this study highlight that once users have freely decided to follow influencers on Instagram, they assume that their posts are going to be ad- related and this does not cause them to reject posts; consequently, endorsement exerts a similar effect on the value attributed to an ad post regardless of the level of salience of the product in the post. info:eu-repo/grantAgreement/ES/DGA-FSE/S54-17R-GENERES Group info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 9.9 2022 BUSINESS 24 / 154 = 0.156 2022 Q1 T1 1.753 2022 Applied Psychology 2022 Q1 Public Health, Environmental and Occupational Health 2022 Q1 Marketing 2022 Q1 Economics and Econometrics 2022 Q1 10.3 2022 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Martín-De Hoyos, María José Universidad de Zaragoza (orcid)0000-0002-8491-594X 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 46, 6 (2022), 2288-2299 Int. j. consum. stud. INTERNATIONAL JOURNAL OF CONSUMER STUDIES 1470-6423 643221 http://zaguan.unizar.es/record/117617/files/texto_completo.pdf Versión publicada 2270217 http://zaguan.unizar.es/record/117617/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:117617 articulos driver 2026-03-06-15:18:38 ARTICLE