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
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Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University
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