The Effects of the Quantity and Structure of Influencer Hashtags on Brand Attitudes: The Mediating Roles of Perceived Persuasive Intent and Appropriateness

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Key Points

The study aims to determine how the quantity and structure of hashtags used by influencers affect consumers' brand attitudes and the underlying mechanisms involved.
Conducted an online experiment with adults living in the U.S.
Analyzed the impact of varying numbers and structures of hashtags on brand attitudes and perceived intent.
Examined the mediating roles of perceived persuasive intent and appropriateness in the relationship.
Participants using numerous hashtags perceived stronger persuasive intent (HR not provided, p<0.05) and rated appropriateness lower.
Effects were more pronounced for keyword-list hashtags compared to structured sentence-type hashtags.
Hashtag structure moderated the indirect effect of hashtag quantity on brand attitude through mediating variables.

Examines how hashtag quantity and structure impact consumer brand attitudes, suggesting mediation roles of intent and appropriateness.

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Yang et al. (2026) studied this question.

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