影响力营销
唤醒
宏
心理学
广告
社会心理学
认知心理学
计算机科学
营销
业务
关系营销
程序设计语言
市场营销管理
作者
Giovanni Luca Cascio Rizzo,Francisco Villarroel Ordenes,Rumen Pozharliev,Matteo De Angelis,Michele Costabile
标识
DOI:10.1177/00222429231207636
摘要
Influencer marketing is a popular strategy to connect with consumers. However, influencers’ use of overly high-arousal language in promoting products (e.g., “it's totally AMAZING!”) has raised questions about their true motivations. This article investigates how high-arousal language in micro- versus macro-influencers’ sponsored posts might shape engagement. A multimethod approach, combining automated text, image, video, and audio analyses of thousands of Instagram and TikTok posts with controlled experiments, demonstrates that high-arousal language increases engagement with micro-influencers, but it decreases engagement with macro-influencers, seemingly because it makes micro- (macro-) influencers appear more (less) trustworthy. Yet the negative effect of arousal for macro-influencers can be mitigated if their posts provide counterbalanced valence (both positive and negative assessments) or if they indicate an informative, rather than commercial, goal. These findings deepen understanding of how language arousal shapes consumer responses, reveal a psychological mechanism through which language arousal affects perceptions, and provide actionable insights for crafting more effective social media content.
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