COVID-19 messages in sponsored social media posts: The positive impact of influencer-brand fit and prior parasocial interaction

• Published in: PloS one Vol. 17; no. 10; p. e0276143
• Main Authors: Buvár, Ágnes, Szilágyi, Sára Franciska, Balogh, Eszter, Zsila, Ágnes
• Format: Journal Article
• Language: English
• Published: San Francisco Public Library of Science 14.10.2022; Public Library of Science (PLoS)
• Subjects: Algorithms; Altruism; Attitudes; Audiences; Behavior; Biology and Life Sciences; Celebrities; Communication; Computer and Information Sciences; Coronaviruses; COVID-19; Credibility; Digital media; Hypotheses; Influence; Influencer marketing; Market strategy; Medicine and Health Sciences; Messages; Pandemics; Perceptions; Social media; Social networks; Social norms; Social Sciences; Hungary
• ISSN: 1932-6203; 1932-6203
• DOI: 10.1371/journal.pone.0276143

This study explores the dissemination potential of a COVID-19 message embedded in a sponsored social media post. The moderating role of prior parasocial interaction and influencer-brand fit were considered. 365 respondents participated in the study. A 3 (control, congruent, incongruent brand) × 2 (control, COVID-19 message) between-subject online experiment was designed and executed. Data were analyzed using a mediated moderation model. Results indicated that the three-way interaction of the COVID-19 message, brand presence and prior parasocial interaction affected the perceived influencer credibility, attitudes towards the social media post, and the behavioral engagement with the post. When the COVID-19 message was included in the post, increased prior parasocial interaction intensified the positive effect of influencer-brand fit on influencer credibility, which in turn resulted in a more positive attitude towards the post, and a higher behavioral engagement. Theoretical and practical implications were discussed.