Hope You’re Not Totally Commercial! Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness

IF 6.8 1区 管理学 Q1 BUSINESS
Gerrit Sundermann, Juha Munnukka
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引用次数: 4

Abstract

Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the parasocial relationship. Findings from a partial least squares structural equation modeling procedure indicate that advertising recognition results in overall negative consumer responses to SMI brand endorsements. The results also indicate parallel mediating effects of source credibility and attitude toward endorsements as well as moderating effects of the parasocial relationship and consumer skepticism toward influencer marketing. The study sheds light on the influence process of SMI brand endorsements and the boundary conditions under which consumer responses to advertising recognition are moderated.
希望你不完全商业化!更好地理解广告认知对影响力营销效果的影响
社交媒体影响者(SMIs)已经成为接触目标客户的有效渠道。本研究探讨了SMI营销情境下广告认知对消费者反应的影响过程。作者研究了一篇以品牌代言为特色的Instagram帖子,并创建了一个实验设计,其中有四个与广告识别和准社会关系相关的条件。偏最小二乘结构方程建模过程的结果表明,广告识别导致消费者对SMI品牌代言的总体负面反应。研究结果还表明,来源可信度和对代言的态度具有平行的中介作用,而副社会关系和消费者对网红营销的怀疑态度具有调节作用。本研究揭示了SMI品牌认可的影响过程,以及消费者对广告认可反应被调节的边界条件。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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