“Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude” (2017), by Marijke De Veirman et al. Social Sciences research paper. Original abstract below, unchanged. A free PDF is available.

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

Marijke De Veirman, Veroline Cauberghe, Liselot Hudders · July 14, 2017 · Social Sciences

Abstract

Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.

Free PDF DOI: 10.1080/02650487.2017.1348035