Examining the Effects of Blogger Type (Influencers Vs. Celebrities) and Post Format in Instagram Marketing

Abstract

In the era where credibility of advertisements is decreasing and people are spending more time in social media compared to traditional channels, it is no surprise that marketing professionals employ social media as a new channel for communication. In this new media for communication, the conventional advertising techniques are also coupled with alternating methods such as product placements. In the light of these relatively new applications, the purpose of this study is to examine the effectiveness of marketing communications in social media under different message sources (celebrities vs. influencers) and with different message presentations. In order to serve that purpose, a 2X2 between subjects experiment is modelled with 399 respondents. The results show that a product is better advertised by an influencer rather than a celebrity and type of the blog post had no significant impact on the purchase intention. © 2025 Elsevier B.V., All rights reserved.