Advertising to inspire–inspiring to persuade: how factors related to the source, message, and audience affect the persuasive effectiveness of influencer advertising

Abstract

The persuasive potential of influencer advertising (IAd) has become a relevant field in academia. Followers see influencers as a source of inspiration, and inspiration can play a crucial role in purchase decisions. In the present study, we examined how factors related to the message, source, and audience interactions in influencer communication relate to the persuasive effectiveness of IAd, with a particular focus on the role of inspiration. Results from a quantitative survey (n = 311) indicate that followers’ inspiration and para-social interaction with the influencer are highly relevant to reported purchase behaviors. Moreover, the inspiration followers experience from IAd varies with the frequency of advertising posts in influencers’ feeds and followers’ persuasion knowledge.

Keywords:

• Influencer advertising
• influencer marketing
• persuasion knowledge
• purchase
• inspiration
• para-social interaction

Disclosure statement

The Authors declare that there is no conflict of interest.

Data availability statement

The data supporting the analyses reported in this paper are provided by the corresponding author (JB) upon request.