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Social religion: A cross-platform examination of the impact of religious influencer message cues on engagement – The Christian context
Ist Teil von
Technological forecasting & social change, 2023-06, Vol.191, p.122442, Article 122442
Ort / Verlag
Elsevier Inc
Erscheinungsjahr
2023
Link zum Volltext
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
Religion is a key factor in how American consumers spend their time and money. It serves as a significant component of the U.S. economy, with religiously affiliated people contributing trillions to the economy annually. The majority of religious consumers in the U.S. are Christians, making them a critical segment for marketers. Influencer marketing, which involves the use of endorsements from individuals with large social media followings, has emerged as an effective advertising tactic for reaching Christians on social media. However, there is a lack of research exploring the complexities of religion in advertising messaging, especially in the context of influencer marketing. To fill this gap, we apply the social identity, persuasion knowledge, and symbolic interactionism theories to propose relationships between message cues in Christian influencers' social media posts and follower engagement. We analyzed 20,068 Facebook posts, 20,517 tweets, and 13,857 Instagram posts to determine the impact of three categories of message cues on engagement. Across multiple studies, key findings indicate religious and promotional cues increase and decrease engagement across platforms, respectively. The impact of social media cues, such as hashtags and mentions, differs depending on the platform.
•Religious cues in social media posts of Christian influencers increase user engagement.•Promotional cues in social media posts of Christian influencers decrease user engagement across different social media platforms.•The impact of social media cues, such as hashtags and mentions, differs depending on the social media platform utilized.