To read this content please select one of the options below:

Does the verified badge of social media matter? The perspective of trust transfer theory

Chien Hsiang Liao (Department of Information Management, Fu Jen Catholic University New Taipei City, Taiwan)
Jung-Kuei Hsieh (Department of Business Administration, National Taipei University New Taipei City, Taiwan)
Sushant Kumar (Marketing, Indian Institute of Management Lucknow Lucknow, India)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 12 December 2023

293

Abstract

Purpose

On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge or are influenced by the influencer's large following. This research aims to investigate the impact of verified badges on followers' trust and behavioral intentions.

Design/methodology/approach

This research conducts three experiments to investigate the impact of the verified badge on consumer attitudes and behavioral intentions, recruiting participants from freelance recruiting website in all three experiments.

Findings

The results show that a verified badge can sequentially influence consumer trust, attitude and sharing intentions. Furthermore, the impact of the verified badge on trust is more pronounced among micro-influencers as opposed to macro-influencers, and it can mitigate the negative attitude toward commercial postings.

Originality/value

Based on trust transfer theory, this research is a pioneer in investigating the effectiveness of verified badges on social media. These findings contribute to the field of influencer marketing by considering influencers' characteristics and the commercial intent of postings as moderators. Additionally, the results offer managerial insights for developing influencer marketing strategies.

Keywords

Citation

Liao, C.H., Hsieh, J.-K. and Kumar, S. (2023), "Does the verified badge of social media matter? The perspective of trust transfer theory", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-10-2023-0339

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles