Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude |
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| Authors: | Marijke De Veirman Veroline Cauberghe Liselot Hudders |
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| Affiliation: | 1. Department of Communication Sciences, Faculty of Political and Social Science, Ghent University, Gent, Belgiummarijke.deveirman@ugent.be;3. Department of Communication Sciences, Faculty of Political and Social Science, Ghent University, Gent, Belgium |
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| Abstract: | ABSTRACTFindings 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. |
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| Keywords: | E-WOM influencer marketing Instagram social influence social media marketing |
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