Fashion Brand Sponsored Instagram Posts: Mediated by Trust
With the recent addition of Instagram ad labels for sponsored post, customers are aware of the Instagram account sponsored by a brand. In order to capitalize on the sponsored Instagram account, fashion brands need to construct and craft the sponsored Instagram posts as trusted sources. Grounded upon trust theories and persuasive message characteristics, this study examined the characteristics of Instagram posts that construct trust on the brand sponsored posts and positive responses towards the sponsored brand. The study found that argument quality of a post and post popularity were influential factors constructing persuasive posts in the sponsored Instagram posts. In addition, posts with these characteristics increased trust on the post and yielded positive responses towards the fashion brand. Fashion brands need to collaborate with Instagram influencers to post quality information and persuasive arguments that can be used as trusted sources by Instagram users.