Instagramming Social Presence: A Test of Social Presence Theory and Heuristic Cues on Instagram Sponsored Posts

Erika Katherine Johnson, Seoyeon Celine Hong

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
JournalInternational Journal of Business Communication
DOIs
StateAccepted/In press - 2020

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting (miscellaneous)
  • Economics, Econometrics and Finance (miscellaneous)

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