Student Theses and Dissertations
Title
A Study of Factors Affecting the Credibility of Sponsored Posts Created by Instagram Influencers
Date of Award
Spring 5-29-2019
Document Type
Thesis
Degree Name
Master of Arts (MA)
Honors Designation
na
Program of Study
Communication - Corporate Communication
Language
English
First Advisor
Michael Bayer
Second Advisor
Michael Goodman
Third Advisor
Caryn Medved
Abstract
This study examined how source expertise, objective information about product ingredients and benefits, review length, and the use of promotional language influence the perceived credibility of a sponsored review post for skincare products. This study carried out 4 in-depth interviews and online survey to 106 millennials living in the U.S. Results indicated that subjective comments about a reviewer’s personal experiences had a higher level of perceived credibility of a review post than objective information about product ingredients and benefits. With regard to source expertise, a sponsored review post written by an influencer with higher expertise was perceived as more reliable than a review post written by an influencer with lower expertise. This study also found that a lengthy post had a more positive effect on the perceived credibility of a post than a short post. Promotional language had a negative effect on the reliability of a post. A sponsored review post without a promotional message was evaluated more positively in terms trustworthiness than a post including promotional language.
Recommended Citation
Lee, Nakyung, "A Study of Factors Affecting the Credibility of Sponsored Posts Created by Instagram Influencers" (2019). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/89
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Public Relations and Advertising Commons, Social Media Commons