Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

Marijke De Veirman, Veroline Cauberghe, Liselot Hudders

International Journal of Advertising· 2017-07-14· article· 2,544 citationsgreen

Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.

Cite this

Marijke De Veirman, Veroline Cauberghe, Liselot Hudders (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising. https://doi.org/10.1080/02650487.2017.1348035

@article{de2017marketing,
  title  = {Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude},
  author = {Veirman, Marijke De and Cauberghe, Veroline and Hudders, Liselot},
  year   = {2017},
  journal = {International Journal of Advertising},
  doi    = {10.1080/02650487.2017.1348035}
}

Citations in this library

Stored only when both papers are in the corpus — 2,544 citations exist upstream.

References

2004Social Influence: Compliance and Conformity

2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

1986Communication and Persuasion

1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods

2004Measuring Attitude toward the Brand and Purchase Intentions

2001Consumers' Need for Uniqueness: Scale Development and Validation

2007Age differences in resistance to peer influence.

Cited by

2018Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

2019Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions

2019Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

2018Influencers on Instagram: Antecedents and consequences of opinion leadership

2018Authenticity under threat: When social media influencers need to go beyond self-presentation

2021