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

By Marijke De Veirman, Veroline Cauberghe, Liselot Hudders. 2016

1,711 citations recorded by the source corpus.

Findings from two experiments show that Instagram influencers with high numbers of followers are considered more likeable, mostly because they are considered more popular. Important, only in limited cases, perceptions of popularity due to the influencer’s number of followers, lead to perceptions of opinion leadership. Furthermore, one should also take into account number of followees, as very low numbers of followees might 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 lowers the brand’s perceived uniqueness and consequently brand attitudes.

View Paper: https://www.semanticscholar.org/paper/407271afa64ad92b813b44d743f510f5af31c86d

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Citations in the corpus

When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019, background): “Social media influencers refer to individuals who have built a sizeable social network of people following them and are seen as selfmade micro-celebrities (Evans et al. 2017; De Veirman, Cauberghe, and Hudders 2017; Jin and Phua 2014).”
The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing (2021, background): “Second, most prior studies examine the effectiveness of influencer posted ads with their personal characteristics (Lou and Yuan, 2019；De Veirman et al., 2017; Schouten et al., 2020), few studies evaluate the effect of influencer poster v. s. Firm poster on consumer brand awareness when controlling…”
Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Live streamers are content creators who accumulate solid followers [13,14].”
The role of engagement in travel influencer marketing: the perspectives of dual process theory and the source credibility model (2020, background): “Therefore, scholars have posited that the total number of followers is one of the most crucial factors that determines the effectiveness of advertising messages delivered by TSIs (De Veirman et al., 2017).”
I Like What She’s #Endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type (2020, background): “In light of this authenticity crisis, our findings offer empirical evidence regarding the importance of the influencer’s perceived personality and not solely his or her area of expertise or number of followers (De Veirman, Cauberghe, and Hudders 2017).”
Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram (2021, background): “…studies have shown that consumers develop trust with influencers through parasocial interaction, which then help enhance brand attitudes and purchase decision (de veirman, Cauberghe, and Hudders 2017; de veirman, and Hudders 2020; djafarova and Rushworth 2017; Lou and Yuan 2019; Yuan and Lou 2020).”
Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers (2021, methodology): “However, experiments on influencer marketing generally use either fictitious SMIs or real SMIs, but do not question their long-term followers (e.g., De Jans, Cauberghe, and Hudders 2018; De Veirman, Cauberghe, and Hudders 2017; Evans et al.”
Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit (2019, background): “Possibly, the positive effect of influencer over celebrity endorsements on advertisement and product attitude via the mediators may be mitigated by other variables, such as likeability of the influencer (De Veirman et al. 2017; Gr€ave 2017).”