Document Type
Conference Proceeding
Publication Date
1-1-2022
Abstract
Influencer marketing has been around for a few years and is rapidly approaching a $15 billion industry by 2022. In its nascency, the research is limited which investigates factors that substantiate the growth and popularity of advertising tools. In this study, we propose and explicate how two different types of influencers, namely mega- and macro-influencers, impact their audience's engagement with sponsored posts. Utilizing secondary data from more than 650 Instagram posts, our results suggest mega-influencers are able to mitigate the negative effect of utilizing various post attributes, including meta-tags and product prominence.
Recommended Citation
VanMeter, Rebecca A.; Peasley, Michael C.; and Woodroof, Parker J., "Spending All Your Money on Me: Influencer Marketing’s Impact on Engagement" (2022). Association of Marketing Theory and Practice Proceedings 2022. 2.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/2
