Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement
基于媒体丰富度理论和处理流畅性理论，分析Instagram上美妆时尚网红的品牌帖子，发现视频适合详细主题（如产品介绍），照片适合简单主题（如购买产品实现网红造型），为优化网红营销内容提供指导。
Guided by the media richness theory and processing fluency theory, this research explores the optimal combination of topic type (task complexity) and visual type (media richness) in influencer branded posts to boost consumer engagement on Instagram. Analyzing real branded posts from top beauty and fashion influencers, we found a discrepancy between their content creation practices and theory-driven optimal practices. Rich media like videos should be used for detailed topics (e.g., product introduction), while lean media like photos are suitable for straightforward topics (e.g., achieving the influencer’s look through product purchase). Our findings offer valuable theoretical and practical insights into influencer marketing.