Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user‐generated content

The aim of this paper is to explore how mega‐influencers' electronic word of mouth (eWOM) messages on social media influence consumers' brand attitudes in duopolistic markets. Through three experimental studies, we observe that when mega‐influencers send positive (vs. negative) eWOM messages about a leading brand, followers form positive (vs. negative) brand attitudes, but these effects fail to occur when influencers back challenger brands. The findings are consistent across three duopolistic market rivals (Apple vs. Samsung; UPS vs. FedEx; Nike vs. Adidas), three social media platforms (Facebook, Instagram, and X), and four mega‐influencers (Marques Brownlee, Gary Vaynerchuk, Kanye West, and Kylie Jenner). Findings indicate that mega‐influencers have more persuasive power when recommending or criticizing leading brands rather than challenger brands, irrespective of their follower base. The findings contribute to the marketing literature by showing that in duopolistic market contexts, mega‐influencers' e‐WOM has varied effects on followers' brand attitudes, depending on brand status in the market.

Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Rialti,

Zollo,

Kim

et al. 2024

Paying less as a signal of competence

Wang,

Stoner,

Min

et al. 2024

Past research suggests that cost‐saving behaviors such as couponing can trigger negative trait perceptions (e.g. that the consumer is being miserly), and consumers purchasing gifts may avoid use of coupons so as not to appear ungenerous. In contrast, we contend that cost‐saving can also send a positive signal. In five studies we show that cost‐saving enhances perceptions of consumer competence and financial management skills, which, in turn, can lead to more favorable brand perceptions. Using costly signaling theory, we further identify two boundary conditions for these signals to be perceived as genuine: (a) absence of ulterior motives (e.g., sponsored social media posts that diminish the authenticity of the signal) and (b) the presence of the quality being signaled (as higher‐class consumers are typically seen as competent). Our findings extend the scope of signaling theory to consumer behavior contexts, showing that costly signals must honestly convey positive qualities.

Against the Green Schema: How Gen‐AI Negatively Impacts Green Influencer Posts

Narayanan

2024

The current research examines the impact of using AI‐generated images (vs. real photographs) in social media posts of green influencers, by relying on schema congruity theory. Three experimental studies show that compared to posts using real photographs, posts that use AI‐generated images are less likely to receive favorable consumer responses. This effect arises from incongruity between gen‐AI and the green schema activated by the post, which causes a) lower perceived appropriateness of a gen‐AI image to the green context, leading to b) lower perceived authenticity of the post. In attempting to counter this negative impact of the use of AI, a reason for the use of gen‐AI is ineffective but images generated by purpose‐built AI that aligns with the green cause fully mitigates the observed issue. By identifying and explaining the specific negative impact of gen‐AI use on green influencers, this work extends research on gen‐AI use by influencers in general and research on the negative impact of gen‐AI in marketing. Findings of this research encourage green influencers and sustainable brands to use gen‐AI cautiously.