Instafamous and social media influencer marketing

Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment ( n =104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel…