Feeling present and curious in influencers’ product reviews: How sensory richness persuades in e-commerce
Abstract
This paper examines how the sensory richness of social media influencers’ product reviews evokes telepresence and drives purchase intent in e-commerce. Drawing on media richness theory1 and the heuristic-systematic model (HSM),2 two online experiments were conducted to parse out what constitutes sensory richness in influencer content and how such sensory appeal persuades in the new media environment. By manipulating sensory modalities of product reviews (ie video, image, audio, text), Study 1 identified videos as the richest medium to evoke telepresence during product evaluation; further, text induced a similar level of telepresence as videos, while static images were the weakest in evoking such an immersive state. Delving deeper into videos, Study 2 extended product presentations through hedonic and utilitarian-oriented visuals to examine what content delivered via this medium embodies sensory richness and drives engagement. The results showed that hedonic visual framing within videos amplified perceived telepresence, independent of influencers’ verbal narration; curiosity functioned as an essential mechanism that translated the experiential benefits of telepresence into purchase intention. These findings offer actionable insights for content creators to leverage sensory presentations of products to engage consumers, while informing collaboration dynamics between brands and influencers to optimise e-commerce strategies. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.
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Author's Biography
Shuer Zhuo is a PhD candidate in the Stan Richards School of Advertising and Public Relations at the University of Texas at Austin. Her research explores the intersection between consumer psychology and human–computer interaction, aiming to uncover the roles of emotions and interface design in trust calibration and persuasion. Her recent work examines how users’ emotional dynamics shape their experience of algorithms, and how emotions as content factors and contextual influence impact information processing and decision making.
Matthew S. Eastin is a professor in the Stan Richards School of Advertising and Public Relations at the University of Texas at Austin. Is a leading researcher in the fields of advertising and media studies with a focus on social cognitive approaches to consumer behaviour, information processing and emerging technology adoption and engagement. Making significant contributions to various fields, including advertising, consumer behaviour, media, information science, psychology and communication, Dr Eastin’s work addresses critical societal issues such as media consumption and psychological well-being, consumer privacy perceptions and the impact of immersive technologies like mixed and virtual reality, as well as engagement with artificial intelligence.
Vincent Cicchirillo is an assistant professor in the Graham School of Management at Saint Xavier University. He received his PhD from Ohio State University and his master’s degree from West Virginia University. Before coming to Saint Xavier University, Dr Cicchirillo was an assistant professor at DePaul University and University of Texas at Austin. His work focuses upon the study of media technologies and ethical considerations of digital gaming, branding and gamification. He also studies social media and aggressive communication.
