Followers’ reactions to influencers’ Instagram posts
Purpose – The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2020-04-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2019-0100/full/pdf?title=followers-reactions-to-influencers-instagram-posts |
| _version_ | 1811342260432797696 |
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| author | Daniel Belanche Marta Flavián Sergio Ibáñez-Sánchez |
| author_facet | Daniel Belanche Marta Flavián Sergio Ibáñez-Sánchez |
| author_sort | Daniel Belanche |
| collection | DOAJ |
| description | Purpose – The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach – The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products. Findings – The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product. Practical implications – Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts. Originality/value – This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns. |
| first_indexed | 2024-04-13T19:08:32Z |
| format | Article |
| id | doaj.art-b865e356041742c59144a65c8c065ea2 |
| institution | Directory Open Access Journal |
| issn | 2444-9695 2444-9709 |
| language | English |
| last_indexed | 2024-04-13T19:08:32Z |
| publishDate | 2020-04-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Spanish Journal of Marketing-ESIC |
| spelling | doaj.art-b865e356041742c59144a65c8c065ea22022-12-22T02:33:55ZengEmerald PublishingSpanish Journal of Marketing-ESIC2444-96952444-97092020-04-01241375410.1108/SJME-11-2019-0100641290Followers’ reactions to influencers’ Instagram postsDaniel Belanche0Marta Flavián1Sergio Ibáñez-Sánchez2Department of Marketing and Market Research, University of Zaragoza, Zaragoza, SpainDepartment of Marketing and Market Research, University of Zaragoza, Zaragoza, SpainDepartment of Marketing and Market Research, University of Zaragoza, Zaragoza, SpainPurpose – The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach – The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products. Findings – The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product. Practical implications – Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts. Originality/value – This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns.https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2019-0100/full/pdf?title=followers-reactions-to-influencers-instagram-postsinfluencersfollowersinstagramintention to interactproduct information searchproduct involvement |
| spellingShingle | Daniel Belanche Marta Flavián Sergio Ibáñez-Sánchez Followers’ reactions to influencers’ Instagram posts Spanish Journal of Marketing-ESIC influencers followers intention to interact product information search product involvement |
| title | Followers’ reactions to influencers’ Instagram posts |
| title_full | Followers’ reactions to influencers’ Instagram posts |
| title_fullStr | Followers’ reactions to influencers’ Instagram posts |
| title_full_unstemmed | Followers’ reactions to influencers’ Instagram posts |
| title_short | Followers’ reactions to influencers’ Instagram posts |
| title_sort | followers reactions to influencers instagram posts |
| topic | influencers followers intention to interact product information search product involvement |
| url | https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2019-0100/full/pdf?title=followers-reactions-to-influencers-instagram-posts |
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