This study investigates social presence theory, using sponsored posts on Instagram. By testing a 3 (social presence) × 2 (heuristic cues) × 2 (source of sponsorship) mixed factorial experiment (N = 378), the results showed significant main effects between social presence, heuristic cues, and sponsorship sources on social media outcomes. In sum, higher purchase intention and the intention to click “Like” generated higher social presence, higher “Likes” (heuristic), and official sponsorship sources. Our findings provide empirical evidence on how to effectively deliver sponsored content on Instagram.
All Science Journal Classification (ASJC) codes
- Business, Management and Accounting (miscellaneous)
- Economics, Econometrics and Finance (miscellaneous)