Abstract

Mothers are among the original social media influencers and their social media content plays a vital role in supporting and sustaining motherhood through relationships of social exchange while simultaneously supporting brand marketing efforts. This study, then, uses a within-subjects, repeated-measure experimental design to examine how increasing the overtness in the promotional explicitness through the text and images of mother influencers’ (Insta-Moms) Instagram posts disrupts mother consumers’ affective responses toward the messages either directly or indirectly, through perceptions of manipulative intent. Findings indicate adverse response when promotional disclosure was present but brand promotion was less overtly explicit, but when brands were both textually and visually promoted, it assuaged feelings of manipulative intent and enhanced affective response to the posts.

摘要

母亲是最初的社交媒体影响者之一，她们的社交媒体内容在通过社会交流关系支持和维持母性方面发挥着至关重要的作用，同时支持品牌营销工作。然后，本研究使用被试内、重复测量的实验设计来检查如何通过母亲影响者的文本和图像来增加宣传明确性的公开性（Insta-Moms) Instagram 帖子通过对操纵意图的感知直接或间接破坏了母亲消费者对消息的情感反应。调查结果表明，当存在促销披露但品牌促销不那么明显时，会有负面反应，但当品牌同时进行文字和视觉宣传时，它会缓和操纵意图的感觉并增强对帖子的情感反应。