How Sensory Language Shapes Influencer’s Impact

Abstract

Influencer marketing has become big business. But while influencers have the potential to spread marketing messages and drive purchase, some posts get lots of engagement and boost sales, while others do not. What makes some posts more impactful? This work examines how sensory language (e.g., words like “crumble” and “juicy” that engage the senses) shapes consumer responses to influencer-sponsored content. A multimethod investigation, combining controlled experiments with automated text, image, and video analysis of thousands of sponsored social media posts, demonstrates that sensory language increases engagement and willingness to buy the sponsored product. Further, the studies illustrate that these effects are driven by perceived authenticity. Sensory language leads consumers to infer that influencers actually use the product they are endorsing, which increases perceived authenticity, and thus engagement and purchase. These findings shed light on how language shapes responses to influencer-sponsored content, deepen understanding of the drivers of authenticity, and suggest how to develop more impactful social media campaigns.

Home cooking in the digital age: When observing food influencers on social media triggers the imitation of their practices

“…Additionally, the labels failed to trigger concerns among French users. A more sensory language, rather than simple labeling, may have a greater impact (Cascio Rizzo et al, 2023). Our results also…”

“…Additionally, the labels failed to trigger concerns among French users. A more sensory language, rather than simple labeling, may have a greater impact (Cascio Rizzo et al, 2023). Our results also show that self‐efficacy, an important predictor for behavior per social influence theory, is only significant for women.…”

Making Sense? The Sensory-Specific Nature of Virtual Influencer Effectiveness

“…Sensory marketing is likely to be beneficial in many circumstances. For example, Cascio Rizzo et al (2023) find that the use of sensory language (e.g., words such as "crumble" and "juicy," which stimulate the senses) increases human influencer effectiveness; this is because it elicits the inference that the influencer actually uses the product being endorsed, which in turn enhances perceived authenticity. This argument aligns well with our proposal, but we further illustrate a crucial boundary condition that suggests caution when employing this practice with virtual influencers.…”

A review of touch research in consumer psychology

“…They then demonstrate that the sensory metaphors have become more popular over time than their semantic equivalents and that this is because they are more memorable. Additional research also looks at how use of sensory language in influencer posts affects engagement and willingness to purchase the product (Cascio Rizzo et al., 2023).…”