Consumers' self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality
European Journal of Marketing, 2022•emerald.com
Purpose This paper aims to examine a two-way interaction between social influencers'
number of followers (micro vs meso) and argument quality (weak vs strong) on consumers'
self-reported and brain responses to advertising posts on Instagram. Further, drawing upon
source credibility theory and contemporary theories of persuasion, the Instagram users'
perceptions of the influencer's credibility are predicted to mediate the hypothesized effects.
number of followers (micro vs meso) and argument quality (weak vs strong) on consumers'
self-reported and brain responses to advertising posts on Instagram. Further, drawing upon
source credibility theory and contemporary theories of persuasion, the Instagram users'
perceptions of the influencer's credibility are predicted to mediate the hypothesized effects.
Abstract
Purpose
This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported and brain responses to advertising posts on Instagram. Further, drawing upon source credibility theory and contemporary theories of persuasion, the Instagram users’ perceptions of the influencer’s credibility are predicted to mediate the hypothesized effects.
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