University of Twente Student Theses
You had me! : Do the type of influencer (micro-influencer or macro-influencer), social presence and product congruence have an influence on consumer influencer engagement, and what is the role of source credibility?
Klijnsma, A.L. (2020) You had me! : Do the type of influencer (micro-influencer or macro-influencer), social presence and product congruence have an influence on consumer influencer engagement, and what is the role of source credibility?
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| Abstract: | Objective - Instagram is an important social media platform for micro- and macro-influencers as it reaches approximately 1 billion people. These days consumer rely more on other people’s opinions, which is an important factor, especially for micro-influencers. However, not only the type of influencer is important for gaining more consumer engagement on Instagram, but also how influencers identify themselves (social presence) and what kind of products they show (product congruence). Method - In this study, a 2 (influencer: micro- vs. macro-influencer) x 2 (social presence: influencer vs. product) x 2 (product congruence: congruent vs. incongruent) between subject design (N = 252) has been applied. Social presence has been manipulated by showing the influencer or by showing the products only. Further, product congruence has been manipulated by showing congruence or incongruence products. Lastly, source credibility tested what respondents thought of the influencer, such as trustworthy, attractive and/or provides expertise in the Instagram post. Results - Results showed that one hypothesis was accepted. The impact of type of influencer on consumer influencer engagement was partially mediated by source credibility. Other important findings regarding social presence showed that the visible influencer scored higher than the non-visible influencer. The product congruence showed that companies should choose congruence products. Interaction effects (source credibility and attractiveness) showed that when a micro-influencer was shown, companies should use incongruent products; however, with a macro-influencer they should use incongruent products. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/85206 |
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