Hughes 2019

Question 1

Factors that influence the ability and motivation of consumers to process information they are exposed to:

Answer 1

Social media platform: blog vs. Facebook

Stage of the customer journey: awareness vs. trial

Question 2

Key findings: blogger characteristics: source expertise has

Answer 2

Source expertise has
A positive impact: for awareness intent campaigns
A negative impact: for trial campaigns
No impact: on Facebook (low-involvement, high-distraction social media platforms)

Question 3

key findings 3

Answer 3

The interplay between platform type, campaign intent, source, campaign incentives, and content factors is key for driving engagement.

Sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content.

By optimizing social influencer marketing strategies with these results, firms can increase return on engagement (ROE) for influencer marketing campaigns.