Giovanni Luca Cascio Rizzo
Giovanni Luca Cascio Rizzo is a researcher and first author of the 2024 Journal of Marketing paper on high-arousal language and the impact of micro- and macro-influencers.
Who they are
The work of Giovanni Luca Cascio Rizzo reaches this site through the paper listed below. On this site the name is tied to Influencer Endorsement.
Key papers
Cascio Rizzo, G. L., Villarroel Ordenes, F., Pozharliev, R., De Angelis, M., & Costabile, M. (2024). How high-arousal language shapes micro- versus macro-influencers' impact. Journal of Marketing, 88(4), 107-128. What it reports: Automated analysis of text, images, video and audio from thousands of sponsored posts combined with controlled experiments. High-arousal language increased engagement for micro-influencers and decreased it for macro-influencers; the effect ran through perceived trustworthiness (higher for micro, lower for macro); for macro-influencers the penalty could be offset by pairing arousing language with positive valence or signalling an informative rather than commercial purpose.
Key ideas
Influencer Endorsement: A recommendation delivered by a social media creator whose audience sees them as an ordinary, relatable person, studied as a route to trust and purchase intention.
Sources
- Cascio Rizzo, G. L., Villarroel Ordenes, F., Pozharliev, R., De Angelis, M., & Costabile, M. (2024). How high-arousal language shapes micro- versus macro-influencers' impact. Journal of Marketing, 88(4), 107-128.