Abstract
Influencer marketing on Instagram is a marketing communication tool used more and more frequently by all brands. Most companies are now turning to social networks to promote their products and get closer to their potential consumers. Marketing influence via product placements seems to have positive repercussions on company sales. Nevertheless, it seems that the continued presence of brands on social networks, via influencers, causes consumer fatigue, even annoyance, who feel invaded by advertising messages. Therefore, the main objective of this chapter is to analyze how product placements on Instagram influence consumers’ purchase intention and to what extent this new type of marketing communication could lead to the development of negative attitudes and annoyance.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Ahmad I (2018) The influencer marketing revolution. Social Media Toda
Akdoğan M, Altuntaş B (2015) Covert marketing strategy and techniques. Procedia Soc Behav Sci 207:135–148. https://doi.org/10.1016/j.sbspro.2015.10.162
Anand P, Sternthal B (1991) Perceptual fluency and affect without recognition. Mem Cogn 19:293–300. https://doi.org/10.3758/bf03211153
Argyris Y, Wang Z, Kim Y, Yin Z (2020) The effects of visual congruence on increasing consumers’ brand engagement: an empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Comput Hum Behav 112:106443. https://doi.org/10.1016/j.chb.2020.106443
Audrezet A, de Kerviler G, Guidry Moulard J (2020) Authenticity under threat: when social media influencers need to go beyond self-presentation. J Bus Res 117:557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Balasubramanian S (1994) Beyond advertising and publicity: hybrid messages and public policy issues. J Advert 23:29–46. https://doi.org/10.1080/00913367.1943.10673457
Belfiore E (2018) Whose cultural value? Representation, power and creative industries. Int J Cult Policy 26:383–397. https://doi.org/10.1080/10286632.2018.1495713
Bemmels B (1991) Attribution theory and discipline arbitration. ILR Rev 44:548–562. https://doi.org/10.1177/001979399104400310
Bennett B, Whisenhunt B, Hudson D et al (2019) Examining the impact of social media on mood and body dissatisfaction using ecological momentary assessment. J Am Coll Heal 68:502–508. https://doi.org/10.1080/07448481.2019.1583236
Berlyne D (1970) Novelty, complexity, and hedonic value. Percept Psychophys 8:279–286. https://doi.org/10.3758/bf03212593
Bodur H, Grohmann B (2005) Consumer responses to gift receipt in business-to-consumer contexts. Psychol Mark 22:441–456. https://doi.org/10.1002/mar.20067
Buunk A, Massar K (2012) Intrasexual competition among males: competitive towards men, prosocial towards women. Personal Individ Differ 52:818–821. https://doi.org/10.1016/j.paid.2012.01.010
Cacioppo J, Petty R (1979) Effects of message repetition and position on cognitive response, recall, and persuasion. J Pers Soc Psychol 37:97–109. https://doi.org/10.1037/0022-3514.37.1.97
Campbell M, Keller K (2003) Brand familiarity and advertising repetition effects. J Consum Res 30:292–304. https://doi.org/10.1086/376800
Campbell M, Kirmani A (2000) Consumers’ use of persuasion knowledge: the effects of accessibility and cognitive capacity on perceptions of an influence agent. J Consum Res 27:69–83. https://doi.org/10.1086/314309
Campbell M, Mohr G, Verlegh P (2013) Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response. J Consum Psychol 23:483–495. https://doi.org/10.1016/j.jcps.2012.10.012
Chen F, Leu J (2011) Product involvement in the link between skepticism toward advertising and its effects. Soc Behav Personal 39:153–159. https://doi.org/10.2224/sbp.2011.39.2.153
Chen Y, Fay S, Wang Q (2011) The role of marketing in social media: how online consumer reviews evolve. J Interact Mark 25:85–94. https://doi.org/10.1016/j.intmar.2011.01.003
Cowley E, Barron C (2008) When product placement goes wrong: the effects of program liking and placement prominence. J Advert 37:89–98. https://doi.org/10.2753/joa0091-3367370107
Cyr D, Head M, Lim E, Stibe A (2018) Using the elaboration likelihood model to examine online persuasion through website design. Inf Manag 55:807–821. https://doi.org/10.1016/j.im.2018.03.009
Darke P, Ritchie R (2007) The defensive consumer: advertising deception, defensive processing, and distrust. J Mark Res 44:114–127. https://doi.org/10.1509/jmkr.44.1.114
de Vries L, Gensler S, Leeflang P (2012) Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. J Interact Mark 26:83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Dhanapal S, Vashu D, Subramaniam T (2015) Perceptions on the challenges of online purchasing: A study from “baby boomers”, generation “X” and generation “Y” point of views. Contaduría y Administración 60:107–132. https://doi.org/10.1016/j.cya.2015.08.003
Dhanesh G, Duthler G (2019) Relationship management through social media influencers: effects of followers’ awareness of paid endorsement. Public Relat Rev 45:101765. https://doi.org/10.1016/j.pubrev.2019.03.002
Djafarova E, Bowes T (2021) ‘Instagram made me buy it’: generation Z impulse purchases in fashion industry. J Retail Consum Serv 59:102345. https://doi.org/10.1016/j.jretconser.2020.102345
Djafarova E, Rushworth C (2017) Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Comput Hum Behav 68:1–7. https://doi.org/10.1016/j.chb.2016.11.009
Djafarova E, Trofimenko O (2018) ‘Instafamous’ – Credibility and self-presentation of micro-celebrities on social media. Inf Commun Soc 22:1432–1446. https://doi.org/10.1080/1369118x.2018.1438491
eMarketer (2019) Global Influencer Marketing 2019. In: Insider Intelligence. https://www.emarketer.com/content/global-influencer-marketing-2019. Accessed 3 Nov 2021
Evans N, Phua J, Lim J, Jun H (2017) Disclosing Instagram influencer advertising: the effects of disclosure language on advertising recognition, attitudes, and behavioral intent. J Interact Advert 17:138–149. https://doi.org/10.1080/15252019.2017.1366885
Fries P (2019) Influencer-marketing. Springer
Friestad M, Wright P (1994) The persuasion knowledge model: how people cope with persuasion attempts. J Consum Res 21:1. https://doi.org/10.1086/209380
Frippiat D, Marquis N (2010) Les enquêtes par Internet en sciences sociales: un état des lieux. Population 65:309. https://doi.org/10.3917/popu.1002.0309
Gajanova L, Majerova J, Nadanyiova M (2020) The impact of influencers on the decision-making process regarding the purchase of the brand product. Bus Manag Educ 18:282–293. https://doi.org/10.3846/bme.2020.12608
Gao L, Melero-Polo I, Sese F (2019) Customer equity drivers, customer experience quality, and customer profitability in banking services: the moderating role of social influence. J Serv Res 23:174–193. https://doi.org/10.1177/1094670519856119
Homer P (2009) Product placements. J Advert 38:21–32. https://doi.org/10.2753/joa0091-3367380302
Hwang K, Zhang Q (2018) Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Comput Hum Behav 87:155–173. https://doi.org/10.1016/j.chb.2018.05.029
Jacobson J, Gruzd A, Hernández-García Á (2020) Social media marketing: Who is watching the watchers? J Retail Consum Serv 53:101774. https://doi.org/10.1016/j.jretconser.2019.03.001
Jacoby J, Speller D, Kohn C (1974) Brand choice behavior as a function of information load. J Mark Res 11:63–69. https://doi.org/10.1177/002224377401100106
Jin S, Muqaddam A (2019) Product placement 2.0: “Do brands need influencers, or do influencers need brands?”. J Brand Manag 26:522–537. https://doi.org/10.1057/s41262-019-00151-z
Jin S, Ryu E (2020) “I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. J Retail Consum Serv 55:102121. https://doi.org/10.1016/j.jretconser.2020.102121
Keller K, Apéria T, Georgson M (2003) Strategic brand management. Financial Times Prentice Hall, Harlow
Kelley H (1973) The processes of causal attribution. Am Psychol 28:107–128. https://doi.org/10.1037/h0034225
Kelman H (1958) Compliance, identification, and internalization three processes of attitude change. J Confl Resolut 2:51–60. https://doi.org/10.1177/002200275800200106
Kelman H (1974) Attitudes are alive and well and gainfully employed in the sphere of action. Am Psychol 29:310–324. https://doi.org/10.1037/h0037623
Khan U, Dhar R (2006) Licensing effect in consumer choice. J Mark Res 43:259–266. https://doi.org/10.1509/jmkr.43.2.259
Ki C, Kim Y (2019) The mechanism by which social media influencers persuade consumers: the role of consumers’ desire to mimic. Psychol Mark 36:905–922. https://doi.org/10.1002/mar.21244
Ki C, Cuevas L, Chong S, Lim H (2020) Influencer marketing: social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. J Retail Consum Serv 55:102133. https://doi.org/10.1016/j.jretconser.2020.102133
Kim D, Kim H (2021) Influencer advertising on social media: the multiple inference model on influencer-product congruence and sponsorship disclosure. J Bus Res 130:405–415. https://doi.org/10.1016/j.jbusres.2020.02.020
Kim Y, Lee W (2009) Overcoming consumer skepticism in cause-related marketing: the effects of corporate social responsibility and donation size claim objectivity. J Promot Manag 15:465–483. https://doi.org/10.1080/10496490903270232
Kraut R, Olson J, Banaji M et al (2004) Psychological research online: Report of Board of Scientific Affairs’ Advisory Group on the Conduct of Research on the internet. Am Psychol 59:105–117. https://doi.org/10.1037/0003-066x.59.2.105
Kumar A, Bezawada R, Rishika R et al (2016) From social to sale: the effects of firm-generated content in social media on customer behavior. J Mark 80:7–25. https://doi.org/10.1509/jm.14.0249
Labrecque L (2014) Fostering consumer–brand relationships in social media environments: the role of parasocial interaction. J Interact Mark 28:134–148. https://doi.org/10.1016/j.intmar.2013.12.003
Li H, Edwards S, Lee J (2002) Measuring the intrusiveness of advertisements: scale development and validation. J Advert 31:37–47. https://doi.org/10.1080/00913367.2002.10673665
Linqia (2019) The state of influencer marketing 2019. In: Linqia.com. https://linqia.com/wp-content/uploads/2019/04/Linqia-State-of-Influencer-Marketing-2019-Report.pdf. Accessed 2 Nov 2021.
Liu S, Chou C, Liao H (2015) An exploratory study of product placement in social media. Internet Res 25:300–316. https://doi.org/10.1108/intr-12-2013-0267
Logan K, Bright L, Grau S (2018) “Unfriend me, please!”: Social media fatigue and the theory of rational choice. J Mark Theory Pract 26:357–367. https://doi.org/10.1080/10696679.2018.1488219
Loureiro S, Serra J, Guerreiro J (2019) How fashion brands engage on social media: a netnography approach. J Promot Manag 25:367–378. https://doi.org/10.1080/10496491.2019.1557815
Lynch J, Schuler D (1994) The matchup effect of spokesperson and product congruency: a schema theory interpretation. Psychol Mark 11:417–445. https://doi.org/10.1002/mar.4220110502
Malhotra N, Nunan D, Birks D (2017) Marketing research, 5th edn. Person
McCormick K (2016) Celebrity endorsements: influence of a product-endorser match on millennials attitudes and purchase intentions. J Retail Consum Serv 32:39–45. https://doi.org/10.1016/j.jretconser.2016.05.012
Mediakix (2018) 10 Top social media marketing statistics to know for 2018. In: Mediakix. https://mediakix.com/blog/10-top-social-media-marketing-statistics-to-know-2017/. Accessed 3 Nov 2021
Monte M, Oger C (2015) La construction de l’autorité en contexte. L’effacement du dissensus dans les discours institutionnels. Mots:5–18. https://doi.org/10.4000/mots.21847
Mooi E, Sarstedt M, Mooi-Reci I (2017) Principal component and factor analysis. Springer texts in business and economics, pp 265–311. https://doi.org/10.1007/978-981-10-5218-7_8
Moore D, Mowen J, Reardon R (1994) Multiple sources in advertising appeals: when product endorsers are paid by the advertising sponsor. J Acad Mark Sci 22:234–243. https://doi.org/10.1177/0092070394223004
Morwitz V, Steckel J, Gupta A (2007) When do purchase intentions predict sales? Int J Forecast 23:347–364. https://doi.org/10.1016/j.ijforecast.2007.05.015
Obermiller C, Spangenberg E, MacLachlan D (2005) AD SKEPTICISM: the consequences of disbelief. J Advert 34:7–17. https://doi.org/10.1080/00913367.2005.10639199
Ohanian R (1990) Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. J Advert 19:39–52. https://doi.org/10.1080/00913367.1990.10673191
Petscher Y (2013) Applied quantitative analysis in education and the social sciences. Routledge, New York, NY
Petty R, Andrews J (2008) Covert marketing unmasked: a legal and regulatory guide for practices that mask marketing messages. J Public Policy Mark 27:7–18. https://doi.org/10.1509/jppm.27.1.7
Qureshi M, Malik H (2017) The impact of celebrity endorsement on consumer buying behavior. Adv Soc Sci Res J. https://doi.org/10.14738/assrj.43.2605
Rifon N, Choi S, Trimble C, Li H (2004) Congruence effects in sponsorship: the mediating role of sponsor credibility and consumer attributions of sponsor motive. J Advert 33:30–42. https://doi.org/10.1080/00913367.2004.10639151
Salerno D, Martin A, Crié D (2014) Affiliation en ligne et divulgation de la relation commerciale entre l’éditeur de contenu et l’enseigne. Étude expérimentale des réactions des visiteurs d’un blog affilié. Manag Avenir 71(169). https://doi.org/10.3917/mav.071.0169
Sammis K, Lincoln C, Pomponi S et al (2015) Influencer marketing for dummies. Wiley
Sokolova K, Kefi H (2020) Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. J Retail Consum Serv 53:101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Stachowiak-Krzyżan M (2021) Involvement of generation Z in the communication activities of clothing brands in social media – the case of Poland. Mark Sci Res Organ 41:115–136. https://doi.org/10.2478/minib-2021-0017
Statista (2021) Topic: influencer marketing worldwide. In: Statistacomhttps://www.statista.com/topics/2496/influence-marketing/. Accessed 3 Nov 2021
Tafesse W, Wood B (2021) Followers’ engagement with instagram influencers: the role of influencers’ content and engagement strategy. J Retail Consum Serv 58:102303. https://doi.org/10.1016/j.jretconser.2020.102303
Taylor C (2020) The urgent need for more research on influencer marketing. Int J Advert 39:889–891. https://doi.org/10.1080/02650487.2020.1822104
Thomson M (2006) Human brands: investigating antecedents to consumers’ strong attachments to celebrities. J Mark 70:104–119. https://doi.org/10.1509/jmkg.70.3.104
Trivedi J, Sama R (2019) The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: an emerging market perspective. J Internet Commer 19:103–124. https://doi.org/10.1080/15332861.2019.1700741
Uzunoğlu E, Misci Kip S (2014) Brand communication through digital influencers: leveraging blogger engagement. Int J Inf Manag 34:592–602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
Wiener J, Mowen J (1986). Source credibility: on the independent effects of trust and expertise. ACR North American Advances.
Xiang L, Zheng X, Lee M, Zhao D (2016) Exploring consumers’ impulse buying behavior on social commerce platform: the role of parasocial interaction. Int J Inf Manag 36:333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002
Yoo B, Donthu N (2001) Developing and validating a multidimensional consumer-based brand equity scale. J Bus Res 52:1–14. https://doi.org/10.1016/s0148-2963(99)00098-3
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Suková, L., Míková, L. (2022). The Relationship Between Product Placement and Shopping Intentions on Instagram. In: Semerádová, T., Weinlich, P. (eds) Achieving Business Competitiveness in a Digital Environment. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-93131-5_7
Download citation
DOI: https://doi.org/10.1007/978-3-030-93131-5_7
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-93130-8
Online ISBN: 978-3-030-93131-5
eBook Packages: Business and ManagementBusiness and Management (R0)