Small influencers should inform, brands can persuade: when rational content works
Year: 2025
Type: article
Abstract: In today’s age of influencers and growing interest in rational (i.e. informative or persuasive) content on social media, marketers need to understand what type of content is most effective. However, it is often unclear what kind of content should be promoted by brands and influencers, especially small influencers (under 100,000 followers). Across two experiments, we found that when small influencers generate persuasive (vs. informative) content, consumers are less likely to engage and purchase. Persuasion knowledge theory suggests consumers perceive persuasive intent, creating scepticism that negatively impacts brand trust and marketing outcomes. This pattern was not observed for brands, where we found no difference between rational content types. This research highlights the importance of adapting content to channels and contributes to content and influencer marketing literature.
Source: Journal of Marketing Management
Authors: Andria Andriuzzi, Sandra Arrivé
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4416595751