Followers’ reactions to influencers’ Instagram posts
Belanche, D. (Universidad de Zaragoza) ; Flavián, M. (Universidad de Zaragoza) ; Ibáñez-Sánchez, S. (Universidad de Zaragoza)
Resumen: Purpose: 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.
Design/methodology/approach: 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.
Findings: 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. Practical implications: 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.
Originality/value: 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.
Idioma: Inglés
DOI: 10.1108/SJME-11-2019-0100
Año: 2020
Publicado en: Spanish Journal of Marketing - ESIC 24, 1 (2020), 37-54
ISSN: 2444-9695
Factor impacto SCIMAGO: 0.796 - Marketing (Q2)
Financiación: info:eu-repo/grantAgreement/ES/DGA/LMP65-18
Financiación: info:eu-repo/grantAgreement/ES/DGA/S20-17R
Financiación: info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
Exportado de SIDERAL (2023-12-15-08:58:43)
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Design/methodology/approach: 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.
Findings: 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. Practical implications: 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.
Originality/value: 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.
Idioma: Inglés
DOI: 10.1108/SJME-11-2019-0100
Año: 2020
Publicado en: Spanish Journal of Marketing - ESIC 24, 1 (2020), 37-54
ISSN: 2444-9695
Factor impacto SCIMAGO: 0.796 - Marketing (Q2)
Financiación: info:eu-repo/grantAgreement/ES/DGA/LMP65-18
Financiación: info:eu-repo/grantAgreement/ES/DGA/S20-17R
Financiación: info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. Exportado de SIDERAL (2023-12-15-08:58:43)
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Record created 2020-06-23, last modified 2023-12-15