Judging a book by its cover: investigating consumer responses towards social cue in social media influencer marketing

Abstract

ABSTRACT The main goal of this research is to examine how social cues embedded in social media may influence people’s perceptions and behavioural intentions towards influencer messages. Findings from an experimental study showed that positive ratings on a YouTube video page, compared to negative ratings, increased consumers’ attitude towards the endorsed products. The effect of rating valence was mediated by consumers’ perceived manipulative intent of the messages, and moderated by the sponsorship nature of the influencer message. Theoretical and managerial implications of these findings are discussed.