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1 – 2 of 2Rumen Pozharliev, Dario Rossi and Matteo De Angelis
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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.
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Keywords
Mohammad Shakhawat Hossain, Lu Qian, Muhammad Arshad, Shamsuddin Shahid, Shah Fahad and Javed Akhter
Changes in climate may have both beneficial and harmful effects on crop yields. However, the effects will be more in countries whose economy depends on agriculture. This study…
Abstract
Purpose
Changes in climate may have both beneficial and harmful effects on crop yields. However, the effects will be more in countries whose economy depends on agriculture. This study aims to measure the economic impacts of climate change on crop farming in Bangladesh.
Design/methodology/approach
A Ricardian model was used to estimate the relationship between net crop income and climate variables. Historical climate data and farm household level data from all climatic zones of Bangladesh were collected for this purpose. A regression model was then developed of net crop income per hectare against long-term climate, household and farm variables. Marginal impacts of climate change and potential future impacts of projected climate scenarios on net crop incomes were also estimated.
Findings
The results revealed that net crop income in Bangladesh is sensitive to climate, particularly to seasonal temperature. A positive effect of temperature rise on net crop income was observed for the farms located in the areas having sufficient irrigation facilities. Estimated marginal impact suggests that 1 mm/month increase in rainfall and 10°C increase in temperature will lead to about US$4-15 increase in net crop income per hectare in Bangladesh. However, there will be significant seasonal and spatial variations in the impacts. The assessment of future impacts under climate change scenarios projected by Global Circulation Models indicated an increase in net crop income from US$25-84 per hectare in the country.
Research limitations/implications
The findings of this study indicate the need for development practitioners and policy planners to consider both the beneficial and harmful effects of climate change across different climatic zones while designing and implementing the adaptation policies in the country.
Originality/value
Literature survey of the Web of Science, Science Direct and Google Scholar indicates that this study is the first attempt to measure the economic impacts of climate change on overall crop farming sector in Bangladesh using an econometric model.
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