Table 3 Hypotheses testing H Hypothesis... | Emerald Publishing

Table 3

Hypotheses testing

H	Hypothesis	Result
H1	An Instagram publication about a healthy food brand will be perceived as more relevant when it is published by a microcelebrity than by a microinfluencer	Accepted
H2	An Instagram publication about a healthy food brand posted by a microcelebrity (versus a microinfluencer) (1) will be perceived as more relevant and will have a higher effect on (2) brand attitude and (3) purchase intention for individuals with less concern toward maintaining a healthy lifestyle	Partially accepted
H3	The effect of the type of influencer (microcelebrity vs microinfluencer) on (1) attitude toward a healthy food brand and (2) purchase intention is mediated by post relevance and is contingent on the individual’s level of concern toward maintaining a healthy lifestyle	Accepted

H	Hypothesis	Result
H1	An Instagram publication about a healthy food brand will be perceived as more relevant when it is published by a microcelebrity than by a microinfluencer	Accepted
H2	An Instagram publication about a healthy food brand posted by a microcelebrity (versus a microinfluencer) (1) will be perceived as more relevant and will have a higher effect on (2) brand attitude and (3) purchase intention for individuals with less concern toward maintaining a healthy lifestyle	Partially accepted
H3	The effect of the type of influencer (microcelebrity vs microinfluencer) on (1) attitude toward a healthy food brand and (2) purchase intention is mediated by post relevance and is contingent on the individual’s level of concern toward maintaining a healthy lifestyle	Accepted

Source(s): Table by authors