How high-arousal language shapes micro- versus macro-influencers' impact
Cascio Rizzo, Villarroel Ordenes, Pozharliev, De Angelis and Costabile, Journal of Marketing 88(4), 2024 (online 2023), 107-128. 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.
Cascio Rizzo, Villarroel Ordenes, Pozharliev, De Angelis and Costabile, Journal of Marketing 88(4), 2024 (online 2023), 107-128. 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.
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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. doi:10.1177/00222429231207636 https://doi.org/10.1177/00222429231207636