Restricted accessResearch articleFirst published online 2025-10
Influence du contexte visuel des publications d’un influenceur sur son attractivité sur les réseaux sociaux : l’importance du naturel et de l’originalité perçus
Les images personnelles publiées par les influenceurs constituent le pilier des plateformes sociales axées sur le partage d’images (SMPs). Les recherches existantes sur l’utilisation de ces images pour développer une audience en ligne se sont principalement concentrées sur la figure centrale ou la zone focale des images. Ce faisant, elles ne prennent pas en compte la perception et la valeur relative de cette figure, qui dépendent non seulement de l’individu représenté, mais aussi du contexte visuel en arrière-plan. Cette étude comble cette lacune en examinant les effets contextuels de l’arrière-plan des images d’influenceurs sur le développement de leur audience sur les plateformes de partage d’images. En mobilisant la littérature en psychologie et en comportement du consommateur portant sur les effets de contexte et la perception visuelle, nous développons un cadre théorique appuyant nos hypothèses. Nous soutenons que le lieu représenté en arrière-plan des images d’un influenceur a un effet direct et indirect sur la croissance de son audience. Plus précisément, nous formulons l’hypothèse qu’un arrière-plan extérieur est plus favorable au développement de l’audience qu’un arrière-plan intérieur. De plus, cette relation est médiée en série par le naturel et l’originalité perçus. Nous testons l’effet direct du lieu d’arrière-plan à l’aide de données secondaires issues de publications sur Instagram. En complément, des données expérimentales sont mobilisées pour évaluer les effets directs et indirects médiés. Nos résultats confirment les hypothèses avancées.
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