{"title":"Hope You’re Not Totally Commercial! Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness","authors":"Gerrit Sundermann, Juha Munnukka","doi":"10.1177/10949968221087256","DOIUrl":null,"url":null,"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.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":6.8000,"publicationDate":"2022-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10949968221087256","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.