Influencer Marketing on Instagram: A Sequential Mediation Model of Storytelling Content and Audience Engagement via Relatability and Trust

Storytelling content is where the facts are conveyed by emotion and that make people more engaged want to take action or change their surroundings. Stories fascinate can easily be remembered compared alone. The much-hyped feature “stories” of Instagram, a trendy social media platform, has become game-changer for influencer marketing. present study extends reactance theory in context Instagram’s millennial users. Previous researchers have tested effectiveness stories this particular platform. Therefore, line with earlier studies, we propose sequential mediation model investigates effect storytelling (made Instagram Influencers) on audience engagement using two mechanisms relatability trust. Data were obtained cross-sectional design from 273 users Instagram. Our results justify direct indirect hypothesized relationship through Process Macros. We found trust play significant role building strong between engagement. Ultimately, research findings suggest professionals should creative while making engage market. Moreover, tried fill gap literature as an advertising