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Marketing through instagram influencers: impact of number of followers and product divergence on brand attitude

Marijke De Veirman (UGent) , Veroline Cauberghe (UGent) and Liselot Hudders (UGent)
(2016) 15th International Conference on Research in Advertising.
Author
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Abstract
Findings from two experiments show that Instagram influencers with high numbers of followers are considered more likeable, mostly because they are considered more popular. Important, only in limited cases, perceptions of popularity due to the influencer’s number of followers, lead to perceptions of opinion leadership. Furthermore, one should also take into account number of followees, as very low numbers of followees might negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this lowers the brand’s perceived uniqueness and consequently brand attitudes.
Keywords
Influencer Marketing, Social Network Sites

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Citation

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MLA
De Veirman, Marijke, et al. “Marketing through Instagram Influencers: Impact of Number of Followers and Product Divergence on Brand Attitude.” 15th International Conference on Research in Advertising, 2016.
APA
De Veirman, M., Cauberghe, V., & Hudders, L. (2016). Marketing through instagram influencers: impact of number of followers and product divergence on brand attitude. 15th International Conference on Research in Advertising. Presented at the 15th International Conference on Research in Advertising, Ljubljana.
Chicago author-date
De Veirman, Marijke, Veroline Cauberghe, and Liselot Hudders. 2016. “Marketing through Instagram Influencers: Impact of Number of Followers and Product Divergence on Brand Attitude.” In 15th International Conference on Research in Advertising.
Chicago author-date (all authors)
De Veirman, Marijke, Veroline Cauberghe, and Liselot Hudders. 2016. “Marketing through Instagram Influencers: Impact of Number of Followers and Product Divergence on Brand Attitude.” In 15th International Conference on Research in Advertising.
Vancouver
1.
De Veirman M, Cauberghe V, Hudders L. Marketing through instagram influencers: impact of number of followers and product divergence on brand attitude. In: 15th International Conference on Research in Advertising. 2016.
IEEE
[1]
M. De Veirman, V. Cauberghe, and L. Hudders, “Marketing through instagram influencers: impact of number of followers and product divergence on brand attitude,” in 15th International Conference on Research in Advertising, Ljubljana, 2016.
@inproceedings{7223607,
  abstract     = {{Findings from two experiments show that Instagram influencers with high numbers of followers are considered more likeable, mostly because they are considered more popular. Important, only in limited cases, perceptions of popularity due to the influencer’s number of followers, lead to perceptions of opinion leadership. Furthermore, one should also take into account number of followees, as very low numbers of followees might negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this lowers the brand’s perceived uniqueness and consequently brand attitudes.}},
  author       = {{De Veirman, Marijke and Cauberghe, Veroline and Hudders, Liselot}},
  booktitle    = {{15th International Conference on Research in Advertising}},
  keywords     = {{Influencer Marketing,Social Network Sites}},
  language     = {{eng}},
  location     = {{Ljubljana}},
  title        = {{Marketing through instagram influencers: impact of number of followers and product divergence on brand attitude}},
  year         = {{2016}},
}