Instafamous and social media influencer marketing

By Seunga Venus Jin, Aziz Muqaddam, Ehri Ryu. Marketing Intelligence & Planning, 2019

763 citations recorded by the source corpus.

Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper discusses theoretical implications for the marketing literature on celebrity endorsements.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/de4a99818f466daa2778e39867d670341a5001e2

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Citations in the corpus

Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram (2021, background): “…when the posts included some updates about the influencer’s daily life events in addition to branded content, corroborating the previous studies that social presence helps enhance psychological connection with the mediated interactant (e.g. Jin, Muqaddam, and Ryu 2019; Lee and Jang 2013).”
Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity (2021, background): “As a product endorser, an SMI can impact consumer engagement and purchase decisions significantly (Jin, Muqaddam, and Ryu 2019; Kim, Song, and Jang 2021; Schouten, Janssen, and verspaget 2020).”
Twenty-Five Years of Social Media: A Review of Social Media Applications and Definitions from 1994 to 2019 (2020, background): “Again, this may be reflected by the fact that in the early days, SM users were mostly close or loosely related friends communicating with each other, whereas in recent years, SM has evolved to a set of media that are also used as a powerful tool by companies, celebrities, and influencers to reach th”
Influencer Marketing and Authenticity in Content Creation (2021, background): “Importantly, Instagram celebrities are perceived to be more trustworthy than traditional celebrities, driving more positive attitudes toward the brand (Djafarova & Rushworth, 2017; Jin et al., 2019).”
How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value (2021, background): “Specifically, previous works have demonstrated the potential of influencers in developing marketing strategies, generating ultimately positive WOM communications (Casaló et al., 2018) and purchase intention (Jin et al., 2019; Wang & Yu, 2017; Wu & Lee, 2012).”
I Like What She’s #Endorsing: The Impact of Female Social Media Influencers’ Perceived Sincerity, Consumer Envy, and Product Type (2020, background): “Indeed, research indicates that envy toward SMIs is positively associated with perceptions of trustworthiness and social presence, illustrating envy as a positive affect associated with more favorable perceptions toward SMIs (Jin, Muqaddam, and Ryu 2019).”