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Title: Influencer marketing on social media: how different social media platforms afford influencer–follower relation and drive advertising effectiveness
Authors: Lou, Chen
Taylor, Charles R.
Zhou, Xuan
Keywords: Social sciences::Communication
Issue Date: 2022
Source: Lou, C., Taylor, C. R. & Zhou, X. (2022). Influencer marketing on social media: how different social media platforms afford influencer–follower relation and drive advertising effectiveness. Journal of Current Issues and Research in Advertising.
Project: RG57/19 (NS)
Journal: Journal of Current Issues and Research in Advertising
Abstract: Research on influencer marketing has grown exponentially over the past few years. Overall, the extant literature has been classified into three major clusters that examine sources involved in influencer marketing, message, and audience. However, there is a distinct research gap pertaining to how and why discrete social media platforms affect the effectiveness of influencer advertising differently. Theoretically, this research is the first to (1) map out followers’ gratifications pertaining to their interactions with influencers across discrete social media platforms and (2) explore how these varying gratifications and platform characteristics affect influencer–follower relation and subsequent advertising outcomes. In our current investigation, we take individual factors (gratifications) and platform factors (characteristics) into consideration. We demonstrate that consumers’ interactions with influencers are contingent on the specific affordances and characteristics of social media platforms. We find that the platform factors (characteristics) and individual factors (i.e., consumers’ fulfilled gratifications) positively correlate with the parasocial relation (PSR) between influencers and followers. The strength of influencer–follower PSR differs as a function of the platforms. More importantly, this influencer–follower PSR positively predicts advertising outcomes across different platforms.
ISSN: 1064-1734
DOI: 10.1080/10641734.2022.2124471
Schools: Wee Kim Wee School of Communication and Information 
Rights: © 2022 American Academy of Advertising. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
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