Instagramming Social Presence: A Test of Social Presence Theory and Heuristic Cues on Instagram Sponsored Posts

被引：15
作者：
Johnson, Erika Katherine [1 ]
Hong, Seoyeon Celine [2 ]
机构：
[1] East Carolina Univ, Greenville, NC 27858 USA
[2] Rowan Univ, Glassboro, NJ USA
来源：
INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION | 2023年 / 60卷 / 02期
关键词：
social presence; Instagram; heuristic cues; source; MEDIATING ROLE; ONLINE; CREDIBILITY; ENGAGEMENT; FACEBOOK; ANTECEDENTS; PERSUASION; BEHAVIOR; REVIEWS; OPINION;
D O I：
10.1177/2329488420944462
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study investigates social presence theory, using sponsored posts on Instagram. By testing a 3 (social presence) x 2 (heuristic cues) x 2 (source of sponsorship) mixed factorial experiment (N= 378), the results showed significant main effects between social presence, heuristic cues, and sponsorship sources on social media outcomes. In sum, higher purchase intention and the intention to click "Like" generated higher social presence, higher "Likes" (heuristic), and official sponsorship sources. Our findings provide empirical evidence on how to effectively deliver sponsored content on Instagram.
引用
收藏
页码：543 / 559
页数：17
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