Followers and the Impact of Social Media Influencers: a Construal Level Perspective

A field study and three experiments demonstrate that a matchup between SMI power and message/non-message-factors facilitates persuasion. We offer social distance as a novel conceptualization of SMI power and observe an order of matchup effects that is mediated by self-brand connection.


Kirsten Cowan and Eric Boyd (2020) ,"Followers and the Impact of Social Media Influencers: a Construal Level Perspective", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 293-294.


Kirsten Cowan, University of Edinburgh
Eric Boyd, University of Edinburgh


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More


Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More


Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.