Welcome to the InfoSci Platform
Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing

Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing

Pelin Ozgen, Amir Behrad Mahmoudian
Copyright: © 2022 |Pages: 12
ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881
DOI: 10.4018/978-1-6684-6287-4.ch061
Cite Chapter Cite Chapter

MLA

Ozgen, Pelin, and Amir Behrad Mahmoudian. "Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 1135-1146. https://doi.org/10.4018/978-1-6684-6287-4.ch061

APA

Ozgen, P. & Mahmoudian, A. B. (2022). Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1135-1146). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch061

Chicago

Ozgen, Pelin, and Amir Behrad Mahmoudian. "Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 1135-1146. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch061

Export Reference

Mendeley
Favorite

Abstract

In the era where credibility of advertisements is decreasing and people are spending more time in social media compared to traditional channels, it is no surprise that marketing professionals employ social media as a new channel for communication. In this new media for communication, the conventional advertising techniques are also coupled with alternating methods such as product placements. In the light of these relatively new applications, the purpose of this study is to examine the effectiveness of marketing communications in social media under different message sources (celebrities vs. influencers) and with different message presentations. In order to serve that purpose, a 2X2 between subjects experiment is modelled with 399 respondents. The results show that a product is better advertised by an influencer rather than a celebrity and type of the blog post had no significant impact on the purchase intention.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.