Research-Backed Insights: How to Enhance Influencer Effectiveness With Language and Visual Choices

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This session explores current research concerning influencer effectiveness. It will cover two ongoing streams of academic research that the presenter is currently conducting. In the first stream of research, he examines how the language choices influencers choose to use (e.g., pronouns or emotional words) can slow the rate of attrition of an influencers follower-base. In a second stream of research, he explains why this occurs and how this generalizes beyond language to include characteristics of influencer promotions that can impact influencer engagement (e.g., likes, clicks, shares) and product purchase intentions. He’ll explain how influencers can cultivate a parasocial relationship with their followers, leading to lower attrition, and ultimately, higher engagement.

Managers can use this information to offer guidance in their influencer campaigns to enhance the effectiveness of their campaigns. Specifically, they will learn of some of the language choices they can ask influencers to use, as well as characteristics of the images that they should make sure to include or exclude in order to capture consumers’ attention and increase their engagement with the content.