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Small influencers should inform, brands can persuade: when rational content works

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  • Andria Andriuzzi

    (UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Sandra Arrivé

    (IESEG School of Management, UMR 9221 – LEM – Lille Economie Management, F-59000 Lille, France)

Abstract

In today's age of influencers and growing interest in rational (i.e. informative or persuasive) content on social media, marketers need to understand what type of content is most effective. However, it is often unclear what kind of content should be promoted by brands and influencers, especially small influencers (under 100,000 followers). Across two experiments, we found that when small influencers generate persuasive (vs. informative) content, consumers are less likely to engage and purchase. Persuasion knowledge theory suggests consumers perceive persuasive intent, creating scepticism that negatively impacts brand trust and marketing outcomes. This pattern was not observed for brands, where we found no difference between rational content types. This research highlights the importance of adapting content to channels and contributes to content and influencer marketing literature.

Suggested Citation

  • Andria Andriuzzi & Sandra Arrivé, 2026. "Small influencers should inform, brands can persuade: when rational content works," Post-Print hal-05486123, HAL.
    • Handle: RePEc:hal:journl:hal-05486123
    DOI: 10.1080/0267257X.2025.2579742
    Note: View the original document on HAL open archive server: https://hal.science/hal-05486123v1
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