A new Journal of Marketing study shows that high-arousal language can work for small-scale influencers but not for influencers with a bigger reach.

Read an in-depth recap of this research here: https://www.ama.org/2024/01/16/amazing-great-superb-how-influencers-high-arousal-language-can-boost-or-hurt-engagement/

Read the full Journal of Marketing article here: ⁠⁠https://doi.org/10.1177/00222429231207636

Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: influencer marketing, language, social media, engagement

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM