A 2 (influencer type: nano with 5000 followers vs mega with 1.1 million followers) × 2 (influencer self-disclosure: low depth vs high depth) between-subjects online experiment tested the different pathways social media influencers take to achieve persuasion outcomes in one model. Participants viewed an Instagram influencer’s profile page with either 5000 or 1.1 million followers, and a post from the influencer with either low or high depth self-disclosure. Participants then answered questions regarding social attraction, parasocial relationship, perceived expertise, persuasion outcomes, covariates, and demographic information. Results showed three serial pathways facilitate persuasion: two pathways through self-disclosure depth by way of social attraction and parasocial relationship development and another pathway through follower size by way of perceived expertise. This research advances understanding of the influencing process by using theory and empirical precedent to derive and test an integrated model of the influencing process.

中文翻译：

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说服途径：社交媒体影响者的自我披露和追随者规模对说服结果的影响


A 2（影响者类型：拥有 5000 名粉丝的纳米与拥有 110 万粉丝的超级）× 2（影响者自我披露：低深度与高深度）受试者之间的在线实验测试了社交媒体影响者在一个模型中实现说服结果所采取的不同途径。参与者查看了拥有 5000 或 110 万粉丝的 Instagram 网红的个人资料页面，以及网红的帖子，该网红的帖子有低深度或高深度的自我披露。然后，参与者回答了有关社会吸引力、准社会关系、感知专业知识、说服结果、协变量和人口统计信息的问题。结果显示，三种串行途径促进了说服：两种途径通过社会吸引力和超社会关系发展通过自我披露深度，另一种途径通过感知专业知识通过追随者规模。本研究通过使用理论和实证先例来推导出和测试影响过程的综合模型，从而促进对影响过程的理解。