The influence of system-generated cues and user-generated content on consumer responses in instagram
Date
2020-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Stellenbosch : Stellenbosch University
Abstract
ENGLISH SUMMARY: Advanced technology has introduced social media to the marketing mix, revolutionising
brand building opportunities using the Internet and social media, focusing now on
consumer-based relationships. Instagram, one of the fastest-growing social media sites,
modernised influential advertising by introducing social media influencers to promote
branded content. Little research is available on Instagram as marketing phenomenon and
a knowledge gap exists in how influential advertising works. Information lacks on what
elements of system-generated cues and user-generated content on an individual’s
Instagram profile influence consumer responses. This study assessed the role of systemgenerated
cues and user-generated content concerning influencer credibility, consumers’
parasocial relationships, brand attitude and purchase intention. Qualitative and
quantitative research was conducted. In the qualitative phase, two focus group
discussions and a pre-test provided the variables to be measured in quantitative research.
In the quantitative phase, a 2 x 2 x 2 between-subjects factorial experiment using nonprobability
convenience sampling technique realised a sample of 311 female respondents
(18–25) across 8 experimental groups. The results showed advertising disclosure
negatively influenced the perceived credibility of the influencer and lessened the desire
of an Instagram user to form a relationship with the influencer. It is recommended an
influencer’s advertisement disclosure on Instagram be subtle by using hashtags at the
end of the text and preferably placed in the bottom right corner of the verbal content where
it has the least chance of being noticed. Homophily (similarity) between die influencer and
audience improves influencer credibility, but the presence of authority heuristic (blue tick)
decreases the perceived similarity between die influencer and the audience. High number
of followers does not affect consumer responses and marketers should not merely select
influencers based on the influencer’s number of followers. It is recommended future
researchers use a real influencer, male and female respondents and another industry to
improve generalisations of the results.
AFRIKAANSE OPSOMMING: AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar.
AFRIKAANSE OPSOMMING: AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar.
Description
Thesis (MCom)--Stellenbosch University, 2020.
Keywords
Parasocial relationships, Mass media -- Social aspects, Influence (Psychology), Online social networks -- Marketing, UCTD