How influencer marketing campaigns use mental imagery to engage consumers: an Instagram study of recycled tap water journeys in Phoenix and Barcelona

Purpose In areas affected by climate change and water scarcity, there is a vital interest in leveraging influencer marketing campaigns to break down consumer resistance to drinking recycled tap water. We investigate what it takes for these campaigns to successfully drive consumer engagement, building on the theoretical underpinnings of mental imagery. Design/methodology/approach Using a novel research model that integrates artificial neural networks with partial least squares, we examine nonlinear measurement patterns and causal connections in a sample of 800 Instagrammers from the metropolitan areas of Phoenix (USA) and Barcelona (Spain). Findings Mental imagery manifests in two forms: deliberate sensory elaborations and spontaneous sensory representations. Influencer marketing campaigns that provide both informativeness and sensory hedonic appeal can boost these forms. The study also shows that the underlying persuasive mechanism of transportation consistently mediates the effect of imagery on cognitive, affective and behavioral engagement. Originality/value This study identifies two chief boundary conditions and a mediating driver that shape influencer marketing effectiveness. Given the extensive resources devoted to influencer marketing campaigns and the importance of sustainable water consumption, it offers critical guidance on why and how investing in imagery-eliciting mechanisms triggers consumer engagement and promotes sustainable consumer journeys.