Peer-reviewed
Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer
Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers' promotional actions affect their credibility, and followers' attitudes and behavioral responses toward the influencer (i.e., to continue following, imitate, and recommend them to other users). A study addressed to the followers of a popular influencer was carried out to test the research model. The results showed that perceived influencer-product congruence positively affects followers' perceptions of the credibility of, and attitude toward, influencers, and negatively affects perceptions of paid communication. Followers' perceptions that influencers have been paid to take part in promotional activities harms their credibility; however, credibility is essential for generating positive attitudes toward the influencer. Finally, both perceived credibility and attitude foster positive behavioral responses toward the influencer; influencers must enhance these factors to retain their influencing capacity. This research provides managerial implications for influencers and brands that can help enhance followers’ experiences when exposed to promotions on social media.
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• Influencers' credibility is improved when they fit with the promoted product. • Ad recognition, which worsens influencers' credibility, is reduced in congruent campaigns. • Influencers' credibility is essential to generate positive attitudes toward them. • Both credibility and attitudes toward the influencer encourage positive behaviors toward the influencer
• Influencers' credibility is improved when they fit with the promoted product. • Ad recognition, which worsens influencers' credibility, is reduced in congruent campaigns. • Influencers' credibility is essential to generate positive attitudes toward them. • Both credibility and attitudes toward the influencer encourage positive behaviors toward the influencer
Article, 2021