...Chien Hsiang Liao; Jung-Kuei Hsieh; Sushant Kumar Purpose On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge or are influenced by the influencer's large following...

... and perceived ad importance as the mediator. Findings Across Instagram and Twitter, SNS attitude moderated the effect of ad relevance on ad responses. Users that had lower SNS attitudes had significantly higher ad ratings that were relevant (vs. irrelevant) to the media content, while those that had higher...

... 04 2021 20 05 2021 21 05 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Authenticity Social media influencers Influencer marketing Instagram Consumer behavior Exploratory Brand-promoted messages delivered on social...

... the general consumer population in the USA. Structural equation modeling (SEM) was conducted to test proposed hypotheses. Findings Visual aesthetics, text information, intuitiveness and interactivity were found to increase consumers’ flow experience in social search on Instagram. The timeliness...