University of Twente Student Theses


#Influencer marketing on instagram : consumer responses towards promotional posts: the effects of message sidedness

Braatz, L. (2017) #Influencer marketing on instagram : consumer responses towards promotional posts: the effects of message sidedness.

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Abstract:The communication environment for businesses has significantly changed with Web 2.0 and Social Networking Sites (SNS). Consumers rely more than ever on recommendations from their peers. Electronic word-of-mouth (eWOM) have become a trusted source of information for consumers. New marketing practices like influencer marketing emerged. Influencer marketing utilizes influential online opinion leaders - active users of Social Networking Sites with large amounts of followers to drive messages through promotional posts. These promotional posts can be seen as a form of paid for eWOM, effective due to the large user numbers of SNS and the trust consumers place in eWOM. This study aims to increase the scientific understanding of this yet tentatively researched marketing practice. This study investigates the effects of message sidedness and product depiction in promotional posts on Instagram on consumer responses. Two pretests were conducted to select reliable visual and verbal stimuli for the main study. In the main study 266 university students participated in a 2 (message sidedness: One-sided vs. two-sided) x 2 (product depiction: Abstract vs. context-based) online survey. Participants were presented with a fake Instagram post by an invented influencer and reported their purchase intentions, perceived source credibility and trustworthiness and product liking.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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