Influencer advertising is time-honored in firm options, yet little is thought concerning the factors that drive success of online brand engagement at various stages of the consumer acquire funnel. The findings suggest that subsidized running a blog impacts online engagement e. g. , posting feedback, liking a brand otherwise depending on blogger qualities and blog post content material, which are additional moderated by social media platform type and crusade advertising intent.
When a subsidized post occurs on a blog, high blogger advantage is more valuable when the advertising intent is to boost recognition versus increase trial. However, source talents fails to drive engagement when the sponsored post occurs on Facebook. When a backed post occurs on Facebook, posts high in hedonic content are more constructive when the advertising intent is to increase trial versus raise awareness. The effectiveness of crusade incentives is dependent upon the platform type, such that they can augment reduce engagement on blogs Facebook. The empirical facts for these findings comes from real in market purchaser response data and is supplemented with data from an experiment.
Taken together, the findings highlight the crucial interaction of platform type, campaign intent, source, campaign incentives, and content material elements in driving engagement.