Brand-sponsored Instagram posts increasing message credibility and positive consumer responses

Abstract

This study investigates how consumers process information associated with brand-sponsored posts and how their information processing differs depending on their levels of trust in brandsponsored posts on Instagram. Results indicate that the post popularity and the argument quality of posts increase the message credibility of brand-sponsored Instagram posts and consequently affect consumer responses toward the sponsored brand. The results have implications regarding how to construct brand-sponsored Instagram posts and the effective utilization of Instagram tools to communicate with consumers.