More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers

Digital marketing campaigns increasingly utilize social media influencers. Research in influencer marketing has investigated popularity metrics but found conflicting results on how the number of followers and likes on posts might influence consumers' behaviors. The present research investigates green living orientation of influencers as a moderating characteristic that leads to differential interpretation of popularity metrics in the context of green advertising messages. Specifically, lower popularity metrics seem to benefit green influencers or greenfluencers. An increased perception of trust in greenfluencers with lower popularity results in enhanced attitudes toward a sponsored product and increased purchase intentions. Additionally, consumers are willing to donate higher amounts to a related charity after exposure to a promotional post by a green influencer with low following. We present the results of three lab studies and discuss theoretical and practical implications. (C) 2021 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.

Automated summary

The research focuses on the role of green influencers as a moderating characteristic in influencer marketing, showing that lower popularity metrics benefit green influencers by enhancing trust, attitudes towards sponsored products, and donation intentions from consumers.