Abstract：Influencer marketing has become big business. But while influencers have the potential to spread marketing messages and drive purchase, some posts get lots of engagement and boost sales, while others do not. What makes some posts more impactful? This work examines how sensory language (e.g., words like “crumble” and “juicy” that engage the senses) shapes consumer responses to influencer-sponsored content. A multimethod investigation, combining controlled experiments with automated text, image, and video analysis of thousands of sponsored social media posts, demonstrates that sensory language increases engagement and willingness to buy the sponsored product. Furthermore, the studies illustrate that these effects are driven by perceived authenticity. Sensory language leads consumers to infer that influencers actually use the product they are endorsing, which increases perceived authenticity, and thus engagement and purchase. These findings shed light on how language shapes responses to influencer-sponsored content, deepen understanding of the drivers of authenticity, and suggest how to develop more impactful social media campaigns.

主要发现：感官语言通过增强“网红真的用过”的真实性判断，提高互动和购买意愿。

Abstract：A 2 (influencer type: nano with 5000 followers vs mega with 1.1 million followers) x 2 (influencer self-disclosure: low depth vs high depth) between-subjects online experiment tested the different pathways social media influencers take to achieve persuasion outcomes in one model. Participants viewed an Instagram influencer’s profile page with either 5000 or 1.1 million followers, and a post from the influencer with either low or high depth self-disclosure. Participants then answered questions regarding social attraction, parasocial relationship, perceived expertise, persuasion outcomes, covariates, and demographic information. Results showed three serial pathways facilitate persuasion: two pathways through self-disclosure depth by way of social attraction and parasocial relationship development and another pathway through follower size by way of perceived expertise. This research advances understanding of the influencing process by using theory and empirical precedent to derive and test an integrated model of the influencing process.

主要发现：小网红可通过深度自我披露建立关系，大网红则更依赖粉丝规模带来的专业性推断。

Abstract：Influencers are a crucial strategic component for many brands because of their significant marketing value. This research integrates parasocial and signaling theories to posit that relationship-building signals and promotion-focused signals will differentially impact engagement with sponsored posts. The study investigates the role of linguistic personality and content characteristics in driving engagement on social media platforms, with a focus on how follower size moderates these effects. Text-mining techniques are used to construct a data set of 961 sponsored posts from 71 influencers. Findings reveal that linguistic agreement, photo characteristics (whether the influencer and/or product appear), and text characteristics (hashtags and emojis) significantly influence engagement. Multiple facets of this influence are moderated by follower size. Specifically, agreeable language positively impacted engagement, while a picture of the product and higher hashtag use negatively impacted engagement. Further, follower size moderated the effect of the variables on engagement, such that influencers with larger followings benefit more from conscientious language, fewer hashtags, and inclusion of the influencer in the post photo. Influencers with smaller audiences benefit more from extroverted, agreeable, open, and emotionally stable language strategies. These insights offer practical implications for influencers and marketers, suggesting tailored strategies to optimize content.

主要发现：语言人格策略要匹配粉丝规模；小网红更依赖亲和表达，大网红更适合克制、专业、少标签的内容。

Abstract：Influencer endorsement posts on social media platforms such as Instagram differ regarding the salience of the endorsed product. Some posts make the product the dominant visual and narrative element, whereas others integrate it peripherally into the scene with little emphasis. We investigate how such salience of the endorsed products is related to consumer engagement on Instagram for two product categories (watches and shoes). We find that while endorsement posts with low product salience create more post engagement (i.e., likes and comments of endorsement posts), endorsement posts with high product salience create more brand engagement (i.e., likes and comments of subsequent brand-owned posts). Accordingly, the optimal level of product salience depends on the goal of the influencer campaign. As influencers aim to build their own popularity through higher levels of post engagement, the goal of the company and the goal of the influencer might not be aligned in campaigns where companies aim to drive brand engagement. We test a rich set of visual and textual product salience cues that can help managers and influencers to design endorsement posts in line with their objectives. Our research thus has important implications regarding how to design effective endorsement posts.

主要发现：低产品显著性利于网红帖子互动，高产品显著性利于后续品牌互动；品牌和网红目标可能天然不一致。

Abstract：The creator economy marks a pivotal shift in influencer marketing. Content creators create long content to engage their audience on social media platforms and generate revenue through engagement. We hypothesize that audience engagement with content is a function of emotionality flips: the number of times emotionality flips direction (from a positive slope to a negative slope and vice versa) from one content unit (e.g., sentence) to another. Five studies including 33,598 podcast episodes, 3,381 TED Talks, two lab experiments, and one synthetic validation-support this hypothesis. Furthermore, arousal is the underlying mechanism; that is, emotionality flips raise the audience’s arousal, which in turn boosts audience engagement. Lastly, emotionality flips’ positive effect is stronger for (1) content that is easier (vs. harder) to process, and (2) audiences with high (vs. low) need-for-affect. This research advances understanding of emotionality dynamics in the creator economy and offers insights for creators, platforms, and consumers.

主要发现：长内容不是情绪越正越好，而是需要适度情绪起伏来提高唤醒和持续参与。