Judging a book by its cover: investigating consumer responses towards social cue in social media influencer marketing

ABSTRACT

The main goal of this research is to examine how social cues embedded in social media may influence people’s perceptions and behavioural intentions towards influencer messages. Findings from an experimental study showed that positive ratings on a YouTube video page, compared to negative ratings, increased consumers’ attitude towards the endorsed products. The effect of rating valence was mediated by consumers’ perceived manipulative intent of the messages, and moderated by the sponsorship nature of the influencer message. Theoretical and managerial implications of these findings are discussed.

KEYWORDS:

• Bandwagon heuristics
• social media
• influencer marketing
• sponsorship
• persuasion

Acknowledgments

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sector. There is no potential conflict of interest in this research.

The manuscript has not been published elsewhere and that it has not been submitted simultaneously for publication elsewhere.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Xiaohan Hu

Xiaohan Hu is a Ph.D. candidate in Charles H. Sandage Department of Advertising at University of Illinois at Urbana-Champaign. She earned her M.S. in Advertising at University of Illinois at Urbana-Champaign and B.A. in Advertising at Wuhan University in Wuhan, China. Her research interests include interactive and digital advertising, media psychology, and consumer behavior. Her current research projects investigate the role of user control in affecting digital advertising effectiveness.

Mike Z. Yao

Mike Z. Yaois the Department Head and Professor of Digital Media in Charles H. Sandage Department of Advertising at University of Illinois at Urbana-Champaign. He earned his Ph.D. in Communication and B.A. in Psychology & Film Studies double majors at University of California, Santa Barbara. His research focuses on the social and psychological impacts of interactive digital media. He conducts research and writes on a variety of topics such as online behavior, digital literacy, and computer-mediated communication. His current interest is in how users perceive and manage personal boundaries on social media.