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Evidence Base

Orig. title: Keeping Up with the #Instafamous: Een experimenteel onderzoek naar hoe influencer marketing jonge consumenten beïnvloedt.

Engl. transl.: Keeping Up with the #Instafamous: an experimental research on the impact of influencer marketing on young consumers

Study details

Year: 2019
Scope: Local
Countries: Belgium
Methodology: Empirical research – Experiment/Intervention
Methods of data collection: Experimental / Quasi-experimental
Researched Groups: Children
Children Ages: Pre-adolescents (11-13 Years old); Adolescents (14-18 Years old)
Funder: FWO
Funder Types: Regional Government
Has Formal Ethical Clearance: Yes
Consents: Consent obtained from parents
Informed Consent: Consent obtained
Ethics: Ethical considerations and/or protocol mentioned in the research design
Data Set Availability: Not mentioned


The current project proposes a dual mediation model to explain how youngsters are affected by sponsored influencer posts. First, a sponsored influencer post may influence youngsters because they do not recognize the post as advertising and perceive it to be more credible. Second, a sponsored influencer post may induce negative social comparison, which in turn negatively affect youngsters’ state self-esteem and leads to a higher persuasiveness of the message. The project further examines the boundary conditions of this effect by examining the moderating role of attainability of the comparison target, bragging and consumer materialism. To conclude, the moderating role of an ad disclosure will be examined. This will result in specific guidelines on an ethical use of influencer marketing.

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