Why Do You Like the Post? An Explanatory Approach of Micro, Macro and Mega Influencers’ User Engagement Statistics
(A2023-114477)

AUTHORS

Anna Sophie Hollstein, Markstones Institute of Marketing, Branding & Technology, University of Bremen; Franziska Frese, markstones Institute of Marketing, Branding & Technology, University of Bremen; Tanja Fink, Markstones Institute of Marketing, Branding & Technology, University of Bremen; Michael Schade, University of Bremen; Christoph Burmann, University of Bremen

ABSTRACT

The paper investigates the influence of SMI- and brand-related factors on the number of likes of brand-related user-generated content on Instagram. Furthermore, the analysis examines the effect of influencer size as a moderator for the factors and its effect on the number of likes. For this study, a dataset with 398 Instagram posts was collected and coded by three independent coders. The factors were tested in a linear regression model with the independent variables SMI prominence, brand prominence, and the source credibility dimensions attractiveness, expertise, and trustworthiness. Brand prominence has a negative significant effect on the number of likes, as well as the attractiveness of the influencer. Attractiveness also has a strong interaction effect with the number of followers. The results tie in with current research on the influence of influ-encer sizes and are highly relevant for the design of campaigns in influencer marketing.