Brand-sponsored Instagram posts increasing message credibility and positive consumer responses

Kiseol Yang, Lindsey Tanoff and HaeJung Maria Kim

Journal of Global Fashion Marketing, 2025, vol. 16, issue 4, 465-480

Abstract: This study investigates how consumers process information associated with brand-sponsored posts and how their information processing differs depending on their levels of trust in brand-sponsored posts on Instagram. Results indicate that the post popularity and the argument quality of posts increase the message credibility of brand-sponsored Instagram posts and consequently affect consumer responses toward the sponsored brand. The results have implications regarding how to construct brand-sponsored Instagram posts and the effective utilization of Instagram tools to communicate with consumers.

Date: 2025
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DOI: 10.1080/20932685.2025.2491310

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