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What is Polarizing Personalities in Influencer Marketing about?

This study examines how the polarizing nature of social media influencers can impact the effectiveness of brand posts and engagement. An experiment shows that when an influencer is polarizing, it can trigger defensive reasoning among fans and influence post engagement and purchase intention, even for non-polarizing messages. Analysis of Instagram posts suggests this effect is stronger for more popular influencers. The findings help explain how polarization among online users can be leveraged to enhance bran

Author

Bao Truong

Language

EN