Impact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts:
The aim of this study is to examine the effects of influencer follower count and the presence of “common friends” on advertising effectiveness in PR posts. Previous research has shown that influencer marketing generates a greater advertising effect compared to celebrity endorsements, with follower c...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-07-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/6/2/6_2025.011/_html/-char/en |
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| _version_ | 1849402522559578112 |
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| author | Yuki Nasu Miho Kobayashi Ayane Sugiyama Mana Tachibana |
| author_facet | Yuki Nasu Miho Kobayashi Ayane Sugiyama Mana Tachibana |
| author_sort | Yuki Nasu |
| collection | DOAJ |
| description | The aim of this study is to examine the effects of influencer follower count and the presence of “common friends” on advertising effectiveness in PR posts. Previous research has shown that influencer marketing generates a greater advertising effect compared to celebrity endorsements, with follower count being a key factor. While prior studies have focused on quantitative aspects such as follower count, qualitative factors such as follower relationships have received less attention. This study examines the impact of Instagram’s “common friends” feature on advertising attitude and purchase intention. In Experiment 1, we found that PR posts with more followers of the influencer had significantly higher advertising attitudes and purchase intentions than PR posts with fewer followers. In Experiment 2, common friends were displayed, unlike in Experiment 1, and then PR posts by influencers with a small number of followers were found to have significantly higher advertising attitudes and purchase intentions than PR posts by influencers with a large number of followers. |
| format | Article |
| id | doaj-art-03cfacaba2284ad4afa11845d89def1e |
| institution | Kabale University |
| issn | 2435-0443 |
| language | Japanese |
| publishDate | 2025-07-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj-art-03cfacaba2284ad4afa11845d89def1e2025-08-20T03:37:31ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432025-07-0162616710.7222/marketingreview.2025.011marketingreviewImpact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts:Yuki Nasu0Miho Kobayashi1Ayane Sugiyama2Mana Tachibana3Undergraduate Student, Faculty of Business Administration, Hosei University, JapanUndergraduate Student, Faculty of Business Administration, Hosei University, JapanUndergraduate Student, Faculty of Business Administration, Hosei University, JapanUndergraduate Student, Faculty of Business Administration, Hosei University, JapanThe aim of this study is to examine the effects of influencer follower count and the presence of “common friends” on advertising effectiveness in PR posts. Previous research has shown that influencer marketing generates a greater advertising effect compared to celebrity endorsements, with follower count being a key factor. While prior studies have focused on quantitative aspects such as follower count, qualitative factors such as follower relationships have received less attention. This study examines the impact of Instagram’s “common friends” feature on advertising attitude and purchase intention. In Experiment 1, we found that PR posts with more followers of the influencer had significantly higher advertising attitudes and purchase intentions than PR posts with fewer followers. In Experiment 2, common friends were displayed, unlike in Experiment 1, and then PR posts by influencers with a small number of followers were found to have significantly higher advertising attitudes and purchase intentions than PR posts by influencers with a large number of followers.https://www.jstage.jst.go.jp/article/marketingreview/6/2/6_2025.011/_html/-char/eninfluencer marketingadvertising attitudepurchase intentionsocial networking services |
| spellingShingle | Yuki Nasu Miho Kobayashi Ayane Sugiyama Mana Tachibana Impact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts: Maketingu rebyu influencer marketing advertising attitude purchase intention social networking services |
| title | Impact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts: |
| title_full | Impact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts: |
| title_fullStr | Impact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts: |
| title_full_unstemmed | Impact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts: |
| title_short | Impact of Follower Count and “Common Friends” on the Advertising Effectiveness of PR Posts: |
| title_sort | impact of follower count and common friends on the advertising effectiveness of pr posts |
| topic | influencer marketing advertising attitude purchase intention social networking services |
| url | https://www.jstage.jst.go.jp/article/marketingreview/6/2/6_2025.011/_html/-char/en |
| work_keys_str_mv | AT yukinasu impactoffollowercountandcommonfriendsontheadvertisingeffectivenessofprposts AT mihokobayashi impactoffollowercountandcommonfriendsontheadvertisingeffectivenessofprposts AT ayanesugiyama impactoffollowercountandcommonfriendsontheadvertisingeffectivenessofprposts AT manatachibana impactoffollowercountandcommonfriendsontheadvertisingeffectivenessofprposts |