Short answer

Actively cultivate and participate in audience comment sections to enhance influencer marketing efficacy.

Field: Innovation & Markets
Source: Journal of Marketing Management (2020)
Method: Experimental design
Evidence: Strong effect

Engaging with audience comments in influencer marketing campaigns can significantly enhance the perceived credibility of the influencer, leading to greater brand trust and purchase intention. This innovation & markets research insight is drawn from a 2020 study published in Journal of Marketing Management. Using Experimental design, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Actively cultivate and participate in audience comment sections to enhance influencer marketing efficacy.

Study

Innovation & MarketsHigh ImpactStrong effect

Audience comments amplify influencer marketing effectiveness by boosting credibility and brand trust.

Engaging with audience comments in influencer marketing campaigns can significantly enhance the perceived credibility of the influencer, leading to greater brand trust and purchase intention.

Journal of Marketing Management · 2020

Key Findings

01Parasocial relationships with influencers increase perceived influencer credibility.
02Audience comments moderate the effect of parasocial relationships on influencer credibility.
03Influencer credibility positively influences brand trust and purchase intention.

Application

Design takeaway

Actively cultivate and participate in audience comment sections to enhance influencer marketing efficacy.

How to apply

When developing influencer marketing strategies, allocate resources for community management and encourage influencers to interact with their audience in the comment sections.

Project actions

01Consider how user-generated content (like comments) can impact the perception of a product or service.
02Explore how different types of online interactions affect user trust and decision-making.

Method & Evidence

AimTo investigate how audience comments moderate the relationship between parasocial relationships with influencers, influencer credibility, brand trust, and purchase intention in influencer marketing.

MethodExperimental design

ProcedureParticipants were exposed to a YouTube vlog featuring a brand endorsement by a social media influencer. Two conditions were created: one with audience comments and one without. The study measured parasocial relationships, influencer credibility, brand trust, and purchase intention.

ContextInfluencer marketing on social media platforms (YouTube).

Variables

IVPresence/absence of audience comments.

DVInfluencer credibility, brand trust, purchase intention.

CVContent of the vlog, influencer, brand, type of product.

Strengths & Limitations

Strengths

+Experimental design allows for causal inference.
+Focuses on a key aspect of modern marketing: influencer engagement.

Limitations

The specific content and tone of comments can vary widely, affecting results. The study might not account for the long-term effects of parasocial relationships.

Reliability & validity

The experimental design likely enhances internal validity by controlling variables. Reliability would depend on the consistency of participant responses and the replication of the study.

Think critically

How might the *negative* sentiment in audience comments impact influencer credibility and brand trust?

Design Principles

"Community engagement amplifies perceived credibility and brand trust in digital marketing."

This research highlights the crucial role of community interaction in digital marketing. Designers and marketers can leverage this by fostering comment sections and actively participating in discussions to build a more robust and trustworthy brand presence.

What This Means for Your Design

If an influencer has lots of positive comments from other fans, people will trust them and the brand they are promoting more.

How to use in your project

1.Reference this study when discussing the impact of social media engagement on brand perception and consumer trust in your design project.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that audience comments play a significant moderating role in influencer marketing. By fostering a sense of community and encouraging interaction, brands can enhance influencer credibility, leading to increased brand trust and purchase intention. This underscores the importance of social proof and active audience engagement in digital promotional strategies.

Source

Journal of Marketing Management

‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

journal · 2020

View source

Questions About This Research

What does the research say about audience comments amplify influencer marketing effectiveness by boosting credibility and brand trust?: Actively cultivate and participate in audience comment sections to enhance influencer marketing efficacy. Evidence: Journal of Marketing Management (2020).
Why does "Audience comments amplify influencer marketing effectiveness by boosting credibility and brand trust." matter for design?: This research highlights the crucial role of community interaction in digital marketing. Designers and marketers can leverage this by fostering comment sections and actively participating in discussions to build a more robust and trustworthy brand presence.
How can designers apply this research?: Actively cultivate and participate in audience comment sections to enhance influencer marketing efficacy.
What were the main findings?: Parasocial relationships with influencers increase perceived influencer credibility.. Audience comments moderate the effect of parasocial relationships on influencer credibility.. Influencer credibility positively influences brand trust and purchase intention.
What research method was used?: Experimental design.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2020 journal from Journal of Marketing Management.
What should I do differently in my next project?: When developing influencer marketing strategies, allocate resources for community management and encourage influencers to interact with their audience in the comment sections.
What are the limitations?: The study focused on a single YouTube vlog and may not generalize to all platforms or content types. The specific nature and sentiment of comments were not deeply analyzed.