Does the verified badge of social media matter? The perspective of trust transfer theory

IF 9.6 2区管理学 Q1 BUSINESS Journal of Research in Interactive Marketing Pub Date : 2023-12-12 DOI:10.1108/jrim-10-2023-0339

Chien Hsiang Liao, Jung-Kuei Hsieh, Sushant Kumar

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Abstract

Purpose

On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge or are influenced by the influencer's large following. This research aims to investigate the impact of verified badges on followers' trust and behavioral intentions.

Design/methodology/approach

This research conducts three experiments to investigate the impact of the verified badge on consumer attitudes and behavioral intentions, recruiting participants from freelance recruiting website in all three experiments.

Findings

The results show that a verified badge can sequentially influence consumer trust, attitude and sharing intentions. Furthermore, the impact of the verified badge on trust is more pronounced among micro-influencers as opposed to macro-influencers, and it can mitigate the negative attitude toward commercial postings.

Originality/value

Based on trust transfer theory, this research is a pioneer in investigating the effectiveness of verified badges on social media. These findings contribute to the field of influencer marketing by considering influencers' characteristics and the commercial intent of postings as moderators. Additionally, the results offer managerial insights for developing influencer marketing strategies.

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社交媒体的验证徽章重要吗？信任转移理论的视角

目的在Instagram上，一个经过验证的徽章(一个蓝色的复选标记)被用来为消费者确认网红账户的真实性。然而，目前还不清楚粉丝们是相信这个徽章，还是受到了网红大量粉丝的影响。本研究旨在探讨验证徽章对追随者信任和行为意向的影响。设计/方法/方法本研究通过三个实验来调查验证徽章对消费者态度和行为意图的影响，三个实验均从自由职业招聘网站招募参与者。研究结果表明，经过验证的徽章可以依次影响消费者的信任、态度和分享意愿。此外，与宏观影响者相比，验证徽章对微观影响者信任的影响更为明显，并且可以缓解对商业帖子的负面态度。原创性/价值本研究基于信任转移理论，是研究社交媒体认证徽章有效性的先驱。这些发现通过考虑网红的特征和作为版主的帖子的商业意图，为网红营销领域做出了贡献。此外，研究结果为制定网红营销策略提供了管理见解。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.