Hedonic and informative values of influencer marketing for tap water: the driving role of identification, authenticity and credibility

Purpose Tap water is clean and safe. However, despite the efforts made by water utilities, policymakers and institutions to boost acceptance for tap water, many consumers hesitate to drink it. Drawing on value theory, this study aims to examine how social media influencers who evoke both hedonic and informative value perceptions can enhance positive perceptions of tap water consumption. It is proposed that persuasive stimuli combining identification, authenticity and credibility elicit both hedonic and informative appeals. Design/methodology/approach Using partial least squares and a non-linear analysis with artificial neural networks, the proposed research model is tested within a sample of 800 Instagram users from the USA and from Spain. Findings As hypothesized, identification, authenticity and credibility positively impact consumers’ value perceptions. Also, hedonic value is the strongest predictor of positive perceptions of tap water consumption. Originality/value This research clarifies mixed evidence regarding the role of hedonic and informative values in shaping behavioral responses on social media and confirms that influencers should leverage both appeals when posting. It further suggests that combining identification, authenticity and credibility contributes to driving pro-social behaviors such as drinking tap water. Finally, the study indicates that influencers can serve as a powerful voice for policymakers and institutions seeking to transform views of tap water consumption.