Instagram Influencers in Health Communication: Examining the Roles of Influencer Tier and Message Construal in COVID-19-Prevention Public Service Announcements

Abstract

This study evaluates the efficacy of social media influencer endorsements for COVID-19-prevention public service announcements (PSAs) on Instagram and its underlying mechanisms. An online experiment (N = 239) tested how influencer tier (mega-influencer versus nano-influencer) and message construal (independent versus interdependent versus collective) of the PSA influenced individuals’ attitudes toward the PSA and their behavioral intentions regarding COVID-19 prevention. Participants perceived mega-influencers and nano-influencers to possess similar expertise, trustworthiness, and attractiveness. However, participants regarded nano-influencers to possess greater homophily than mega-influencers. Participants exposed to a nano-influencer’s PSA displayed greater intention to engage in COVID-19 prevention behaviors than those exposed to a mega-influencer’s PSA. Participants’ perceived homophily with the nano-influencer also mediated its effect on participants’ attitudes toward the PSA and behavioral intentions regarding COVID-19 prevention. In addition, participants evaluated the PSA with collective message construal more favorably than the PSA with independent message construal. Theoretical contributions, managerial implications, and directions for future research are provided.

Keywords:

• COVID-19
• health communication
• influencer marketing
• Instagram

Disclosure statement

No potential conflicts of interest were reported by the authors.

Additional information

Notes on contributors

Jiemin Looi

Jiemin Looi (MA, Nanying Technological University) is a doctoral candidate and Jesse H. Jones fellow, Stan Richards School of Advertising and Public Relations, University of Texas at Austin.

Deena Kemp

Deena Kemp (PhD, Cornell University) is an assistant professor, Stan Richards School of Advertising and Public Relations, University of Texas at Austin.

Yong Whi Greg Song

Yong Whi Greg Song (MA, University of Texas at Austin) is a doctoral candidate, Stan Richards School of Advertising and Public Relations, University of Texas at Austin.