Followers’ reactions to influencers’ Instagram posts

Abstract

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.

Brand Trust as Celebrity Endorser Marketing Moderator’s Role

“…Respondents assume that there is no compatibility between endorsers and the product being promoted. This is an important factor in fostering positive behavioral intentions between influencer and brand (Belanche et al, 2020) which will have implications on influencing purchase intentions. Marketers need to enhance knowledge on customer interests that are interested in certain celebrities who fit the product so that it creates more effective actions of the endorse-ment.…”

Young Investors’ Instagram Usage Behavior and Investment Risk Appetite

“…Based on Buffardi and Campbell (2008) and Belanche et al (2020), a frequent Instagram user with a lot of friends has a positive and significant correlation with narcissistic traits. Likewise, the more active participation in self-promotion in social networks is led by more narcissism and lower self-esteem (Mehdizadeh, 2010;Liu et al, 2019).…”

“…We replicated from the previous research developed by Wehrli (2008); Wasiuzzaman and Edalat (2016). Furthermore, we modified later on by Sheldon (2015); Belanche, Flavian, and Ibanez-Sanchez (2020). We also extended this research to a new perspective for the young investor in university students when deciding to purchase the stock in Indonesia.…”

Percepción de los estudiantes del grado de publicidad y RR.PP. Sobre la relación entre marcas e influencers en Instagram

“…"Los partidarios del neuromarketing son firmes en la idea de que las pruebas muestran, sin temor a equívocos, que las emociones están por encima de la razón" (Pérez-Pérez, 2019:15), y las emociones son un recurso fundamental para generar atención y participación en las redes sociales. Si la acción de marketing del influencer es coherente con el contenido que publica habitualmente, sus fans reaccionan de forma más favorable y se interesan por los productos anunciados (Belanche et al, 2020). Esa congruencia tiene relación con ser fiel al estilo y al tono, aunque se trate de una colaboración pagada, y en ese estilo tienen que ver las emociones: empatía, humor, motivación, cercanía…, ofrecidos, es decir, emociones en un ecosistema digital que se nutre de sentimientos más que de contenido meramente racional.…”