Nanoinfluencer marketing: How message features affect credibility and behavioral intentions

The present study investigates the effectiveness of nanoinfluencers in persuading consumers on social media platforms. Specifically, we propose that message features, such as message construal and message valence, determine message credibility, which influences behavioral intentions toward the service provider and the nanoinfluencer. Three experiments were carried out to test the hypotheses across different contexts. The study findings reveal that low-construal messages posted by the nanoinfluencer are viewed as more credible than high-construal messages. Furthermore, message valence moderates this relationship, such that positively framed low-construal messages are perceived as more credible than negatively framed low-construal messages, which affects consumers’ behavioral intentions. Theoretically, the present study contributes to the literature on influencer marketing by examining the persuasion process for nanoinfluencers. The study findings provide novel insights for service providers interested in nanoinfluencer marketing and nanoinfluencers looking to increase message credibility and grow their following.