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.


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.


Jianna Jin, The Ohio State University
Xiaoyan Deng, The Ohio State University
Rebecca Reczek, The Ohio State University


NA - Advances in Consumer Research Volume 49 | 2021

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