Andria Andriuzzi publie un article dans Journal of Marketing Management

Avec sa co-autrice Sandra Arrivé,  Andria Andriuzzi a publié un article intitulé « Small influencers should inform, brands can persuade: When rational content works » dans la revue « Journal of Marketing Management ».

 Abstract

In today’s age of influencers and growing interest in rational (i.e. informative or persuasive) content on social media, marketers need to understand what type of content is most effective. However, it is often unclear what kind of content should be promoted by brands and influencers, especially small influencers (under 100,000 followers). Across two experiments, we found that when small influencers generate persuasive (vs. informative) content, consumers are less likely to engage and purchase. Persuasion knowledge theory suggests consumers perceive persuasive intent, creating scepticism that negatively impacts brand trust and marketing outcomes. This pattern was not observed for brands, where we found no difference between rational content types. This research highlights the importance of adapting content to channels and contributes to content and influencer marketing literature.

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