A new study reveals that the technological features of social media platforms play a crucial role in how followers seek information and build relationships with influencers, ultimately affecting purchase intentions.
The research, conducted by researchers Rang Wang, Sylvia Chan-Olmsted, and Qi Zhou and published in Humanities and Social Sciences Communications, highlights how different “affordances” of platforms like Instagram, YouTube, and Facebook influence consumer behavior in unique ways.
“Influencers’ persuasive power is rooted in the informational and emotional support they offer to followers through a certain form of relationship,” the researchers note. While previous studies have focused on the roles of influencers and followers, this research specifically examines how platform technologies shape these interactions.
The study employed a national online survey in the U.S. with 1,033 participants balanced by gender and age quotas to represent typical audiences for influencer marketing. The sample included approximately 60% participants aged 18-34, with balanced gender representation. The researchers analyzed data using partial least square structural equation modeling to test relationships between platform affordances and consumer behaviors.
How Platform Features Drive Influencer Marketing
The study examines five technological affordances that affect how consumers interact with influencers.
Image source: “Information seeking and affective relationship building in influencer marketing: the role of social media affordances”
Product visibility refers to how well product information is presented and accessed on a platform. The research found this significantly affects information-seeking behavior, particularly on YouTube, where detailed product demonstrations thrive in long-form content.
Visibility control—the extent to which communication with an influencer can be kept private—positively influences affective trust building. When followers feel their interactions are private, they’re more comfortable forming personal connections with influencers.
Platforms that provide triggered engagement, allowing users to receive timely updates about products of interest without excessive effort, enhance information seeking. This feature proved especially important on Facebook, where it was the strongest predictor of information-seeking behavior.
Social presence engagement emerged as particularly influential across all platforms. This affordance, which creates the feeling that influencers and followers share the same experience, strongly affects information seeking and trust building. The researchers suggest that this “sense of being together” forms the foundation for effective influencer-follower interactions and subsequent marketing outcomes.
The study also identifies synchronous engagement—the ability for quick, immediate conversations—as important for affective trust development, though interestingly, this feature had no significant impact on trust building on Facebook.
Implications for Marketers and Platform Developers
For brands planning influencer campaigns, understanding platform-specific strengths becomes key for strategic media planning. The research suggests that marketers should consider not just audience demographics but also how each platform’s technological environment supports different types of influencer-follower relationships.
Platform developers can enhance their products by focusing on specific affordances that drive engagement and trust. “Platforms could work on developing a more effective ranking algorithm that displays the most relevant content to viewers,” the researchers suggest. They also recommend more sophisticated notification systems allowing consumers to customize the types of content they’re alerted about.
Another important consideration is media richness. While video content accommodates more product details and enhances social presence, platforms should support various media formats to give consumers flexibility based on their connectivity and viewing preferences.
The researchers note that live streaming appears particularly promising as it enhances both visibility and engagement simultaneously. They also emphasize the need for improved interaction systems that balance public engagement with private communication options—something followers value when building relationships with influencers.
“To help consumers find product information, platforms need to improve their ability of providing timely updates about consumers’ products of interest, illustrating product attributes in an authentic way, and creating a sense of being present,” the researchers explain.
Future Research Directions
Looking forward, the researchers acknowledge several avenues for future investigation. The current study examined only five technological affordances related to visibility and engagement. Future research could expand this framework to include additional platform characteristics that shape influencer-follower interactions.
The researchers specifically mention the need to study emerging platforms like TikTok that target niche demographic segments. “It will be interesting to investigate other influencer marketing platforms that target a niche population, such as TikTok, that is popular with teenagers and young adults,” they note.
Study: “Information seeking and affective relationship building in influencer marketing: the role of social media affordances.” Available here.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
A new study reveals that the technological features of social media platforms play a crucial role in how followers seek information and build relationships with influencers, ultimately affecting purchase intentions.
The research, conducted by researchers Rang Wang, Sylvia Chan-Olmsted, and Qi Zhou and published in Humanities and Social Sciences Communications, highlights how different “affordances” of platforms like Instagram, YouTube, and Facebook influence consumer behavior in unique ways.
“Influencers’ persuasive power is rooted in the informational and emotional support they offer to followers through a certain form of relationship,” the researchers note. While previous studies have focused on the roles of influencers and followers, this research specifically examines how platform technologies shape these interactions.
The study employed a national online survey in the U.S. with 1,033 participants balanced by gender and age quotas to represent typical audiences for influencer marketing. The sample included approximately 60% participants aged 18-34, with balanced gender representation. The researchers analyzed data using partial least square structural equation modeling to test relationships between platform affordances and consumer behaviors.
How Platform Features Drive Influencer Marketing
The study examines five technological affordances that affect how consumers interact with influencers.
Image source: “Information seeking and affective relationship building in influencer marketing: the role of social media affordances”
Product visibility refers to how well product information is presented and accessed on a platform. The research found this significantly affects information-seeking behavior, particularly on YouTube, where detailed product demonstrations thrive in long-form content.
Visibility control—the extent to which communication with an influencer can be kept private—positively influences affective trust building. When followers feel their interactions are private, they’re more comfortable forming personal connections with influencers.
Platforms that provide triggered engagement, allowing users to receive timely updates about products of interest without excessive effort, enhance information seeking. This feature proved especially important on Facebook, where it was the strongest predictor of information-seeking behavior.
Social presence engagement emerged as particularly influential across all platforms. This affordance, which creates the feeling that influencers and followers share the same experience, strongly affects information seeking and trust building. The researchers suggest that this “sense of being together” forms the foundation for effective influencer-follower interactions and subsequent marketing outcomes.
The study also identifies synchronous engagement—the ability for quick, immediate conversations—as important for affective trust development, though interestingly, this feature had no significant impact on trust building on Facebook.
Implications for Marketers and Platform Developers
For brands planning influencer campaigns, understanding platform-specific strengths becomes key for strategic media planning. The research suggests that marketers should consider not just audience demographics but also how each platform’s technological environment supports different types of influencer-follower relationships.
Platform developers can enhance their products by focusing on specific affordances that drive engagement and trust. “Platforms could work on developing a more effective ranking algorithm that displays the most relevant content to viewers,” the researchers suggest. They also recommend more sophisticated notification systems allowing consumers to customize the types of content they’re alerted about.
Another important consideration is media richness. While video content accommodates more product details and enhances social presence, platforms should support various media formats to give consumers flexibility based on their connectivity and viewing preferences.
The researchers note that live streaming appears particularly promising as it enhances both visibility and engagement simultaneously. They also emphasize the need for improved interaction systems that balance public engagement with private communication options—something followers value when building relationships with influencers.
“To help consumers find product information, platforms need to improve their ability of providing timely updates about consumers’ products of interest, illustrating product attributes in an authentic way, and creating a sense of being present,” the researchers explain.
Future Research Directions
Looking forward, the researchers acknowledge several avenues for future investigation. The current study examined only five technological affordances related to visibility and engagement. Future research could expand this framework to include additional platform characteristics that shape influencer-follower interactions.
The researchers specifically mention the need to study emerging platforms like TikTok that target niche demographic segments. “It will be interesting to investigate other influencer marketing platforms that target a niche population, such as TikTok, that is popular with teenagers and young adults,” they note.
Study: “Information seeking and affective relationship building in influencer marketing: the role of social media affordances.” Available here.