Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality

Abstract

Purpose This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported and brain responses to advertising posts on Instagram. Further, drawing upon source credibility theory and contemporary theories of persuasion, the Instagram users’ perceptions of the influencer’s credibility are predicted to mediate the hypothesized effects. Design/methodology/approach Through an online (N = 192) and a lab study (N = 112), the authors examined Instagram users’ responses to an advertising post from Instagram influencers in terms of perceived source credibility and electronic word-of-mouth intention, using validated multi-item scales from existing literatures and electroencephalogram (EEG) measures. The hypotheses were tested with a 2 (type of influencer: micro vs meso) × 2 (argument quality: weak vs strong) between-subject design using mediated moderated linear regression analysis. Findings The results highlight that meso-influencers are perceived as a credible source of information only when their product-related post provides strong argument quality. Moreover, this process involves an increase in users’ cognitive work (measured with EEG), with possible implications on marketing communication strategies and online message design. Research limitations/implications The limitations of the work can serve as ideas for future research. First, this study did not account for the influencer’s relevance and resonance. Second, the authors studied consumer responses to online communication produced by Instagram influencers within a single product category. Another important product type distinction that requires further attention is between hedonic and utilitarian products. Finally, the two studies only used positive review content. Further research should study how consumers evaluate the source credibility of a micro- vs meso-influencer when they are exposed to negative reviews containing weak vs strong arguments. Practical implications The results suggest that marketers should carefully consider Instagram influencers based on the trade-offs between credibility and reach. Specifically, micro-influencers are perceived as more credible sources of information than meso-influencers, which means that they have greater potential to affect Instagram users’ behavior. Moreover, the results suggest that meso-influencers should leverage argument quality to enhance their credibility and draw greater positive outcomes for the products and brands they endorse. Originality/value To the best of the authors’ knowledge, this study is the first to investigate how the interaction between the type of social media influencer and the argument quality affects consumers’ self-reported and brain responses to advertising posts on Instagram. Moreover, using neuroscience, this study aims to shed light on the neurophysiological processes that drive consumer responses to product-related communication posted by different influencer types.

Neuromarketing and consumer behavior: A bibliometric analysis

“…This cluster relates to the advertisement assessment in the field of neuromarketing. The researchers used neuromarketing techniques in influencer advertising on Instagram (Pozharliev et al, 2022a), the effect of the number of followers and argument quality (Pozharliev et al, 2022b). The COVID‐19 pandemic also brought neuromarketing into focus.…”

The application of neuromarketing tools in communication research: A comprehensive review of trends

“…Along the same line, Bigné et al (2023) combined eye‐tracking and face‐reader to evaluate how visual attention moderates negative emotions on brand trust and intention to share cause‐related posts. Pozharliev et al (2022) and Boerman and Müller (2022) made use of eye‐tracking and EEG to study Instagram users' responses to influencer advertising. Similarly, Londoño and Ruiz de Maya (2022) assessed how anthropomorphizing retail cues influence consumer behavior and the moderating effect of the vice–virtue character of the displayed products.…”

“…);Pozharliev et al (2022);Yang et al (2022);Bigne et al (2021);Bodie (2012) Theory of mind This refers to the cognitive process of considering the mental states of others. This mechanism is likely to be experienced in both communicators deciding to share and receivers being influenced.Motoki et al (2020); Bašnáková et al (2014); Falk and Scholz (2018); Baek et al (2017); Falk et al (2013) Stimulus organism response theory (S-O-R) In communication research, SOR implies that some media elements act as a stimulus (S) that influences a receiver's internal state (O), which subsequently derives the individual's behavioral response or behavior (R).…”

Overcoming the blockchain technology credibility gap

“…Schimmelpfennig and Hunt (2020) identified several consequences of perceived source credibility, including some related to consumers such as satisfaction and word‐of‐mouth. Word‐of‐mouth, linked to the intention to share on social media (Giakoumaki & Krepapa, 2020), is a commonly researched credibility outcome (Jin & Phua, 2014; Pozharliev et al, 2022). It is a critical resource for companies because it has higher credibility than traditional media (Giakoumaki & Krepapa, 2020).…”