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I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties.

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Title: I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties.
Authors: Chung, Jaeyeon (Jae) (AUTHOR), Ding, Yu (AUTHOR), Kalra, Ajay (AUTHOR) ajay.kalra@rice.edu
Source: Journal of Consumer Research. Dec2023, Vol. 50 Issue 4, p683-703. 21p.
Subject Terms: *Influencer marketing, *Customer relations, *Family relations, *Friendship, *Pronouns, *Social media, *Authenticity (Philosophy)
Reviews & Products: Instagram (Web resource)
Abstract: Despite firms' continued interest in using influencers to reach their target consumers, academic and practical insights are limited on what levers an influencer can use to enhance audience engagement using their posts. We demonstrate that posting stories with or about people whom they share close ties with—such as family, friends, and romantic partners—can be one effective lever. Content that incorporates close social ties can be effective for several reasons: it may increase perceptions of authenticity, enhance perceived similarity, increase the perception that the influencer possesses more warmth, and could satisfy viewers' interpersonal curiosity. We analyze texts and photographs of 55,631 posts of 763 influencers on Instagram, and after controlling for several variables, we find robust support that consumers "like" posts that reference close social ties. Furthermore, this effect enhances when first-person pronouns are used to describe special moments with these close ties. We supplement the Instagram data with an experimental approach and confirm the relationship between close ties and consumer engagement. Managerially, this is a useful insight as we also show that sponsored posts tend to be perceived negatively compared to non-sponsored posts; yet, embedding social ties on the sponsored posts can mitigate consumers' negative responses. [ABSTRACT FROM AUTHOR]
Database: Energy & Power Source
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PubType: Academic Journal
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  Data: I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties.
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  Data: <searchLink fieldCode="AR" term="%22Chung%2C+Jaeyeon+%28Jae%29%22">Chung, Jaeyeon (Jae)</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Ding%2C+Yu%22">Ding, Yu</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Kalra%2C+Ajay%22">Kalra, Ajay</searchLink> (AUTHOR)<i> ajay.kalra@rice.edu</i>
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Research%22">Journal of Consumer Research</searchLink>. Dec2023, Vol. 50 Issue 4, p683-703. 21p.
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  Data: *<searchLink fieldCode="DE" term="%22Influencer+marketing%22">Influencer marketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+relations%22">Customer relations</searchLink><br />*<searchLink fieldCode="DE" term="%22Family+relations%22">Family relations</searchLink><br />*<searchLink fieldCode="DE" term="%22Friendship%22">Friendship</searchLink><br />*<searchLink fieldCode="DE" term="%22Pronouns%22">Pronouns</searchLink><br />*<searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br />*<searchLink fieldCode="DE" term="%22Authenticity+%28Philosophy%29%22">Authenticity (Philosophy)</searchLink>
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  Label: Reviews & Products
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  Data: <searchLink fieldCode="PS" term="%22Instagram+%28Web+resource%29%22">Instagram (Web resource)</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Despite firms' continued interest in using influencers to reach their target consumers, academic and practical insights are limited on what levers an influencer can use to enhance audience engagement using their posts. We demonstrate that posting stories with or about people whom they share close ties with—such as family, friends, and romantic partners—can be one effective lever. Content that incorporates close social ties can be effective for several reasons: it may increase perceptions of authenticity, enhance perceived similarity, increase the perception that the influencer possesses more warmth, and could satisfy viewers' interpersonal curiosity. We analyze texts and photographs of 55,631 posts of 763 influencers on Instagram, and after controlling for several variables, we find robust support that consumers "like" posts that reference close social ties. Furthermore, this effect enhances when first-person pronouns are used to describe special moments with these close ties. We supplement the Instagram data with an experimental approach and confirm the relationship between close ties and consumer engagement. Managerially, this is a useful insight as we also show that sponsored posts tend to be perceived negatively compared to non-sponsored posts; yet, embedding social ties on the sponsored posts can mitigate consumers' negative responses. [ABSTRACT FROM AUTHOR]
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=173720692
RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1093/jcr/ucad019
    Languages:
      – Code: eng
        Text: English
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      Pagination:
        PageCount: 21
        StartPage: 683
    Subjects:
      – SubjectFull: Influencer marketing
        Type: general
      – SubjectFull: Customer relations
        Type: general
      – SubjectFull: Family relations
        Type: general
      – SubjectFull: Friendship
        Type: general
      – SubjectFull: Pronouns
        Type: general
      – SubjectFull: Social media
        Type: general
      – SubjectFull: Authenticity (Philosophy)
        Type: general
      – SubjectFull: Instagram (Web resource)
        Type: general
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      – TitleFull: I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties.
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            NameFull: Chung, Jaeyeon (Jae)
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            NameFull: Ding, Yu
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            NameFull: Kalra, Ajay
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          Dates:
            – D: 01
              M: 12
              Text: Dec2023
              Type: published
              Y: 2023
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              Value: 00935301
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              Value: 50
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              Value: 4
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            – TitleFull: Journal of Consumer Research
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