The impact of product prominence in influencer marketing

Enhancing clarity and authenticity for effective consumer engagement

Blog by Tynke Broekens

In the digital age, consumers are increasingly turning to social media influencers for recommendations and reviews, making influencers powerful allies for brands. Influencer marketing harnesses this power by partnering with individuals who have significant followings and trust among their audiences. The authenticity and personal touch that influencers bring to their endorsements can significantly impact consumer perceptions and behaviour. This study aims to dissect these complex dynamics, providing insights into how prominently featuring a product within influencer content can affect consumer decisions.

Influencer marketing: A powerful advertising tool

Influencer marketing involves brands partnering with influencers to promote products through their social media channels. Influencers leverage their social capital and personal brand to influence followers’ opinions and purchasing behaviour. This form of marketing has grown in popularity due to its ability to create authentic and engaging content that resonates with audiences (Haenlein et al., 2020). Influencers’ recommendations are perceived as more trustworthy and relatable compared to traditional advertisements, making this approach particularly effective in niches like fashion, beauty, travel, and lifestyle (Asquith & Fraser, 2020).

The role of product prominence

Product prominence refers to how visibly and frequently a product appears within influencer content. High product prominence can enhance brand recall but may also affect the perceived authenticity of the influencer’s message (Gupta & Lord, 1998). The balance between visibility and subtlety is crucial to avoid perceived inauthenticity. Studies have shown that overt placement of products can lead to adverse reactions due to increased perceptions of persuasive intent, which can negatively affect brand attitudes (Hudders et al., 2015).

Message clarity and authenticity in influencer marketing

Message clarity is the ease with which consumers can understand the promotional message. Clear messaging reduces ambiguity, making it easier for consumers to make informed purchase decisions (Dodds, Monroe, & Grewal, 1991). In influencer marketing, clarity directly impacts consumer attitudes and behaviours. Clear and coherent messages are more likely to be comprehended and evaluated positively, leading to more enduring attitude changes towards the brand (Cacioppo & Petty, 1979).

Furthermore, authenticity in influencer marketing is the degree to which consumers perceive the content as genuine and trustworthy. Authentic content resonates better with consumers, fostering trust and increasing the likelihood of purchase intentions (Morhart et al., 2014). Influencers who maintain authenticity in their endorsements create heightened trust among their audience, enhancing the perceived accuracy of the brand message and the influencer’s recommendations (De Veirman & Hudders, 2019).

Content customisation: Balancing freedom and control

Content customisation is the degree of creative freedom allowed to influencers in creating promotional content. While customisation can enhance authenticity by allowing influencers to maintain their unique voice, it must be balanced with message clarity to ensure the promotional message is effectively communicated (Hanus, 2019). Granting influencers the autonomy to infuse their content with personal insights and creativity results in a more authentic and engaging narrative for their audience.

Study set-up

To explore the impact of product prominence on purchase intentions, a quantitative research design was employed. The study utilised data from two main sources: an analysis of DVJ Insights’ datasets from campaigns from two different brands, and an experimental component designed to establish causal relationships.

DVJ Insights provided datasets from influencer marketing campaigns targeting young adults aged 18-35. One campaign involved collaboration with an online soccer news platform, and several influencers, while the other campaign engaged influencers at various festivals.

In the experimental component, participants were exposed to different levels of product prominence and content customisation in influencer videos. The experiment was designed with a between-subjects framework, randomly assigning participants to one of six conditions resulting from a 3×2 design (two levels of product prominence x three levels of content customisation).

Authenticity is an important factor

The study revealed several critical insights into how product prominence influences consumer behaviour. High product prominence significantly enhances credibility, making it easier for consumers to trust the promotional content. However, the study found that high product prominence does not directly influence purchase intentions. Instead, its impact is mediated through perceived authenticity. Authenticity emerged as a crucial mediator in this process. When consumers perceive the content as authentic, they are more likely to trust the influencer and the brand, leading to higher purchase intentions. This finding underscores the importance of authenticity in influencer marketing, as consumers value genuine and trustworthy endorsements.

Interestingly, the degree of content customisation did not significantly moderate the relationship between product prominence and the mediators (message clarity and authenticity). This suggests that while allowing influencers creative freedom is valuable, the fundamental clarity and authenticity of the message are more influential factors in driving consumer purchase intentions.

Managerial implications

The findings of this study offer several practical implications for marketers aiming to optimise their influencer marketing strategies. First, brands should prioritise crafting clear and authentic messages within influencer content. Providing influencers with guidelines that emphasise key messaging points can help ensure that the promotional content is both clear and consistent. However, it is equally important to allow influencers some degree of creative freedom to maintain their unique voice and authenticity.

Ensuring transparency and clear communication about the product can significantly enhance consumer trust and engagement. Consumers appreciate transparency and are more likely to trust content that is straightforward about the product being promoted. Therefore, influencers should prominently feature the product in their content while staying true to their style and voice to build and maintain trust with their audience. Additionally, the study highlights the critical role of authenticity in driving purchase intentions. Brands should collaborate with influencers who naturally align with their values and can genuinely endorse their products. Authentic endorsements are more likely to resonate with consumers, fostering trust and credibility.

References

Asquith, N., & Fraser, T. (2020). Navigating the New Era of Influencer Marketing. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166

Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Procedia – Social and Behavioral Sciences, 148, 177-185. https://doi.org/10.1016/j.sbspro.2014.07.032

Cacioppo, J. T., & Petty, R. E. (1979). Effects of Message Repetition and Position on Cognitive Response, Recall, and Persuasion. Journal of Personality and Social Psychology, 37(1), 97-109. https://doi.org/10.1037/0022-3514.37.1.97

De Veirman, M., & Hudders, L. (2019). Disclosing Sponsored Instagram Posts: The Role of Material Connection with the Brand and Message-sidedness When Disclosing Covert Advertising. International Journal of Advertising, 38(1), 5-24. https://doi.org/10.1080/02650487.2018.1478755

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Gupta, P. B., & Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59. https://doi.org/10.1080/10641734.1998.10505076

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok & Co. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166

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