What question did this study set out to answer?

To evaluate the comparative effects of Instagram celebrities versus traditional celebrities on source trustworthiness, brand attitude, envy, and social presence.

March 21, 2019Marketing Intelligence & Planning

Instafamous and social media influencer marketing

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Authors

SJSeung‐A Annie JinNorthwestern University in Qatar AMAziz MuqaddamUniversity of San Diego EREhri RyuBoston College

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Implication

Randomized experiment reveals greater brand attitude and trustworthiness from Instagram influencers than traditional celebrities, indicating enhanced social presence drives endorsement success.

Key Points

To evaluate the comparative effects of Instagram celebrities versus traditional celebrities on source trustworthiness, brand attitude, envy, and social presence.
Randomized two-group between-subjects experiment comparing exposure to Instagram celebrity versus traditional celebrity brand posts (n=104).
Mediational pathways tested using structural equation modeling with bootstrap confidence intervals, alongside multiple regression analysis to assess moderating effects.
Exposure to Instagram celebrities elicited higher perceived source trustworthiness, more positive brand attitudes, stronger feelings of envy, and greater social presence compared to traditional celebrities.
Social presence significantly mediated the relationships between celebrity endorsement type and outcomes of trustworthiness, brand attitude, and envy.
Appearance-related actual–ideal self-discrepancy moderated the observed psychological and behavioral effects.

Cite This Study

Jin et al. (2019) studied this question.

synapsesocial.com/papers/69d7ae71dcc7b92a43f30b2a https://doi.org/10.1108/mip-09-2018-0375

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Implication

Randomized experiment reveals greater brand attitude and trustworthiness from Instagram influencers than traditional celebrities, indicating enhanced social presence drives endorsement success.

Instafamous and social media influencer marketing

Discussion

Member takes

Implication

Key Points

Cite This Study

Instafamous and social media influencer marketing

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider