The Impact of Influencer-generated Content on Consumer Engagement
As an essential tool for corporate brand marketing,social media influencer marketing brings significant traffic to brand com-munication.Based on the Elaboration Likelihood Model and the Persuasion Knowledge Model,this study utilizes real data from social media platforms to investigate the impact of four core factors of influencer-generated content on consumer engagement behavior.The re-sults reveal that the format of influencer-generated content,contents'hedonic value,campaign incentives,and campaign intent all have significant direct effects on consumer engagement behavior.Specifically,influencer-generated content presented in video format,with high hedonic value,campaign incentives,or brand-promoting intention,is more likely to elicit consumers'likes,comments,and sha-ring behavior.These effects are further moderated by campaign intent.Specifically,posts using videos(vs.text-image)and campaign in-centives(vs.no incentives)are more effective in generating comments and sharing behavior when the intent is to promote brand,where-as posts high in hedonic value(vs.low hedonic value)are more effective in generating comments when the intent is to increase trials.
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