The Potential Downside of Being Dubbed “Insta-Worthy”
As brands increasingly use influencer marketing, a key question arises as to what guidance brands should offer influencers in creating content. While social media-savvy influencers may be naturally inclined to highlight the “Instagrammability” of a brand, this research demonstrates when and why doing so can have negative consequences for brands.
Citation:
Jianna Jin, Xiaoyan Deng, and Rebecca Reczek (2021) ,"The Potential Downside of Being Dubbed “Insta-Worthy”", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 352-353.
Authors
Jianna Jin, The Ohio State University
Xiaoyan Deng, The Ohio State University
Rebecca Reczek, The Ohio State University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Communicate Healthiness Through Indirect Measures: The Effect of Food in Motion Figure on the Perceived Healthiness of Food
Moty Amar, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Aner Tal, Ono Academic College (OAC)
Featured
C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes
Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland
Featured
F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door
Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University