Influencer marketing has become big business. But while influencers have the potential to spread marketing messages and drive purchase, some posts get lots of engagement and boost sales, while others do not. What makes some posts more impactful? This work examines how sensory language (e.g., words like “crumble” and “juicy” that engage the senses) shapes consumer responses to influencer-sponsored content. A multimethod investigation, combining controlled experiments with automated text, image, and video analysis of thousands of sponsored social media posts, demonstrates that sensory language increases engagement and willingness to buy the sponsored product. Further, the studies illustrate that these effects are driven by perceived authenticity. Sensory language leads consumers to infer that influencers actually use the product they are endorsing, which increases perceived authenticity, and thus engagement and purchase. These findings shed light on how language shapes responses to influencer-sponsored content, deepen understanding of the drivers of authenticity, and suggest how to develop more impactful social media campaigns.

中文翻译：

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感官语言如何塑造影响者的影响力

有影响力的营销已成为一门大生意。但是，尽管有影响力的人有可能传播营销信息并推动购买，但有些帖子会获得大量参与并促进销售，而另一些则不会。是什么让一些帖子更具影响力？这项工作研究了感官语言（例如，吸引感官的“崩溃”和“多汁”等词）如何影响消费者对影响者赞助的内容的反应。一项多方法调查将受控实验与对数千个赞助社交媒体帖子的自动文本、图像和视频分析相结合，表明感官语言可以提高参与度和购买赞助产品的意愿。此外，研究表明，这些影响是由感知真实性驱动的。感官语言导致消费者推断有影响力的人实际上使用了他们认可的产品，这增加了感知的真实性，从而增加了参与度和购买力。这些发现揭示了语言如何塑造对影响者赞助内容的反应，加深对真实性驱动因素的理解，并建议如何开展更具影响力的社交媒体活动。