Abstract
Guided by previous literature on social norms and influencer marketing, we explored the relationship between algorithm-related influencer following norms and influencer marketing effectiveness. To fulfill the research goal, we surveyed 475 qualified Instagram influencer followers who use Instagram, follow at least one influencer on Instagram currently, and have encountered the influencer’s product recommendations. Using PLS-based structural equation modeling, we found that people’s influencer following norms played a significant role in shaping influencer endorsement effectiveness (e.g. influencer following gratifications, perceived influencer characteristics, and effectiveness of influencer product recommendation). Moreover, people’s exposure to the algorithmic social media environment (i.e. suggested and top posts provided by Instagram’s recommendation algorithms) is related to their perceived influencer following norms. We provide implications and future research directions.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
