Consumer Behavior

Do Consumers Believe Product Reviews on Instagram? Comparing Review Source Type: Acquaintances and Social Media Influencers.

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Abstract

Instagram is a social media platform that is frequently used to share image- and video-based product reviews. Many consumers seek out reviews on Instagram to obtain product-related information prior to their purchases. As many people post product reviews on Instagram, consumers may have different perceptions on product reviews depending on ‘who’ posted the reviews. Therefore, this study investigated whether consumers have different perceptions about different review source types (i.e., acquaintances vs. social media influencers). Online survey data collected from 284 college students demonstrated that the review source type significantly impacted perceived ideal self-congruity and interactivity of the review source. Further, perceived actual self-congruity and credibility of the review source positively influenced review believability, ultimately influencing brand attitude. These findings add theoretical and empirical evidence of the roles of Instagram users in co-creating product and brand values by generating and consuming product reviews on this social media platform.

Keywords: social media, product review, influencer, consumer perception

How to Cite:

Sung, J. & Kwon, W., (2020) “Do Consumers Believe Product Reviews on Instagram? Comparing Review Source Type: Acquaintances and Social Media Influencers.”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11992