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.
Consumers’ Self-Reported and Brain Responses to Advertising Post on Instagram: The effect of Number of Followers and Argument Quality / Pozharliev, Rumen Ivaylov; Rossi, Dario; De Angelis, Matteo. - In: EUROPEAN JOURNAL OF MARKETING. - ISSN 0309-0566. - 56:3(2022), pp. 922-948. [10.1108/EJM-09-2020-0719]
Consumers’ Self-Reported and Brain Responses to Advertising Post on Instagram: The effect of Number of Followers and Argument Quality
Rumen Pozharliev
;Dario Rossi;Matteo De Angelis
2022
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.
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