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JM Buzz Deep Dive: How High-Arousal Language Shapes Influencers’ Impact (with Dr. Bitty Balducci)
FromThe JM Buzz
JM Buzz Deep Dive: How High-Arousal Language Shapes Influencers’ Impact (with Dr. Bitty Balducci)
FromThe JM Buzz
ratings:
Length:
36 minutes
Released:
Apr 25, 2024
Format:
Podcast episode
Description
Consumers typically view micro influencers as regular people, so if they say something like “this shake is AMAZING,” consumers believe they really are excited about the shake and just want to share their discovery with friends and followers. But the same statement by a macro influencer could result in distrust.
Join host Bitty Balducci (Washington State University) as she interviews Luca Cascio Rizzo (Luiss Guido Carli University) and Alicia Underwood (TwentyThree, LLC) about the fascinating findings of a new Journal of Marketing study showing how influencers’ use of high-arousal language can affect consumer trust and, in turn, how consumers engage with content.
Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing.
Host: Bitty Balducci
Topics: influencer marketing, language, social media, consumer trust, follower size
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
Join host Bitty Balducci (Washington State University) as she interviews Luca Cascio Rizzo (Luiss Guido Carli University) and Alicia Underwood (TwentyThree, LLC) about the fascinating findings of a new Journal of Marketing study showing how influencers’ use of high-arousal language can affect consumer trust and, in turn, how consumers engage with content.
Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing.
Host: Bitty Balducci
Topics: influencer marketing, language, social media, consumer trust, follower size
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
Released:
Apr 25, 2024
Format:
Podcast episode
Titles in the series (67)
How More Female Executives in the C-Suite Can Spur Improved Customer Orientation and Financial Performance by The JM Buzz