Analysis reveals user engagement is affected by vividness and interactivity in paid posts by sports influencers.
Companies strategically leverage social media platforms, such as Instagram, to enhance user engagement through paid partnership posts, enabling users to engage between influencers and their audience, while a research gap persists regarding the effects of post characteristics. This study investigates the impact of various post characteristics on user engagement in paid partnership posts on Instagram, focusing on sports influencers with a global reach. Using a sample of 1052 paid partnership posts, this study employs an ordered probit regression model to analyze the relationship between post characteristics and user engagement. The results indicate that vividness, verbal interactivity, and post caption length significantly influence user engagement, while publication schedule does not show a significant effect. The study findings have theoretical and managerial implications for brand communications and significantly contribute to the existing literature, offering foundation for evidence-based decision-making.
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Wisenthige et al. (2025) studied this question.
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