Finding the best creation strategy: How influencer's photo-editing behavior affects consumer's engagement intention

Abstract

The proliferation of influencer marketing has led to consumer information overload, making it crucial to create posts that effectively engage consumers. This study employed semi-structured interviews, scenario experiments, and csQCA analysis to explore this issue. It found that the relationship between influencer's photo-editing behavior and consumer's engagement intention is an inverted U-shape, considering the countervailing influences of perceived authenticity and attractiveness. Specifically, photo-editing behavior negatively impacts perceived authenticity, which in turn positively impacts engagement intention. An inverted U-shaped relationship exists between photo-editing behavior and perceived attractiveness. Furthermore, caption text and emojis moderate these relationships. Precise caption text (vs. ambiguous caption text) diminishes the negative impact of photo-editing behavior on perceived authenticity, thus flattening the inverted U-shaped relationship between photo-editing behavior and engagement intention. Emoji combinations (vs. normal emojis) raise the peak of the inverted U-shape between photo-editing behavior and perceived attractiveness, steepening the curve between photo-editing behavior and engagement intention. Optimal consumer engagement is achieved with moderate levels of photo-editing behavior, precise caption text, and emoji combinations. This study resolves contradictions in existing research and offers new insights into influencer marketing.