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This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported and brain responses to advertising posts on Instagram. Further, drawing upon source credibility theory and contemporary theories of persuasion, the Instagram users’ perceptions of the influencer’s credibility are predicted to mediate the hypothesized effects.

Through an online (N = 192) and a lab study (N = 112), the authors examined Instagram users’ responses to an advertising post from Instagram influencers in terms of perceived source credibility and electronic word-of-mouth intention, using validated multi-item scales from existing literatures and electroencephalogram (EEG) measures. The hypotheses were tested with a 2 (type of influencer: micro vs meso) × 2 (argument quality: weak vs strong) between-subject design using mediated moderated linear regression analysis.

The results highlight that meso-influencers are perceived as a credible source of information only when their product-related post provides strong argument quality. Moreover, this process involves an increase in users’ cognitive work (measured with EEG), with possible implications on marketing communication strategies and online message design.

The limitations of the work can serve as ideas for future research. First, this study did not account for the influencer’s relevance and resonance. Second, the authors studied consumer responses to online communication produced by Instagram influencers within a single product category. Another important product type distinction that requires further attention is between hedonic and utilitarian products. Finally, the two studies only used positive review content. Further research should study how consumers evaluate the source credibility of a micro- vs meso-influencer when they are exposed to negative reviews containing weak vs strong arguments.

The results suggest that marketers should carefully consider Instagram influencers based on the trade-offs between credibility and reach. Specifically, micro-influencers are perceived as more credible sources of information than meso-influencers, which means that they have greater potential to affect Instagram users’ behavior. Moreover, the results suggest that meso-influencers should leverage argument quality to enhance their credibility and draw greater positive outcomes for the products and brands they endorse.

To the best of the authors’ knowledge, this study is the first to investigate how the interaction between the type of social media influencer and the argument quality affects consumers’ self-reported and brain responses to advertising posts on Instagram. Moreover, using neuroscience, this study aims to shed light on the neurophysiological processes that drive consumer responses to product-related communication posted by different influencer types.

Simulation-based optimisation (SO) is a popular optimisation approach for building and civil engineering construction planning. However, in the framework of SO, the simulation is continuously invoked during the optimisation trajectory, which increases the computational loads to levels unrealistic for timely construction decisions. Modification on the optimisation settings such as reducing searching ability is a popular method to address this challenge, but the quality measurement of the obtained optimal decisions, also termed as optimisation quality, is also reduced by this setting. Therefore, this study aims to develop an optimisation approach for construction planning that reduces the high computational loads of SO and provides reliable optimisation quality simultaneously.

This study proposes the optimisation approach by modifying the SO framework through establishing an embedded connection between simulation and optimisation technologies. This approach reduces the computational loads and ensures the optimisation quality associated with the conventional SO approach by accurately learning the knowledge from construction simulations using embedded ensemble learning algorithms, which automatically provides efficient and reliable fitness evaluations for optimisation iterations.

A large-scale project application shows that the proposed approach was able to reduce computational loads of SO by approximately 90%. Meanwhile, the proposed approach outperformed SO in terms of optimisation quality when the optimisation has limited searching ability.

The core contribution of this research is to provide an innovative method that improves efficiency and ensures effectiveness, simultaneously, of the well-known SO approach in construction applications. The proposed method is an alternative approach to SO that can run on standard computing platforms and support nearly real-time construction on-site decision-making.