Sponsorship Disclosure of Influencers – A Curse or a Blessing?

IF 6.8 1区 管理学 Q1 BUSINESS
Andrea Giuffredi-Kähr, A. Petrova, Lucia Malär
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引用次数: 13

Abstract

Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they have a personal rather than a commercial relationship with the brand and the products they promote. Therefore, when influencers post sponsored content, consumers often experience difficulty making accurate distinctions as to whether the influencer is offering a personal recommendation or doing a promotion. Given this issue, we examine to what extent sponsored posts of different influencer types affect consumers’ evaluations of the sponsoring brand and the influencer as well as what role the sponsorship disclosure plays therein. Across four experimental studies, we demonstrate that sponsored posts of mega influencers increase consumers’ persuasion knowledge relative to the posts of nano influencers, which decreases the trustworthiness of those posts and in turn negatively impact both brand and influencer evaluations. Interestingly, our results reveal that this indirect effect is only present when the sponsorship is not disclosed. Thus, more transparency by disclosing such sponsorship can eliminate the negative impacts of persuasion knowledge on the trustworthiness of posts and subsequent evaluations of the brand and the influencer. These findings have important implications for marketing practice and research.
影响力人物的赞助披露——诅咒还是祝福?
影响力营销在营销传播领域变得越来越重要,作为一种接触合适目标群体的有效方式。通过使用自己的社交媒体渠道,有影响力的人通常会给人留下这样的印象,即他们与品牌和他们推广的产品有私人关系,而不是商业关系。因此,当有影响力的人发布赞助内容时,消费者通常很难准确区分有影响力的是在提供个人推荐还是在做推广。鉴于这个问题,我们研究了不同影响者类型的赞助帖子在多大程度上影响消费者对赞助品牌和影响者的评价,以及赞助披露在其中扮演的角色。在四项实验研究中,我们证明,与纳米影响者的帖子相比,超级影响者的赞助帖子增加了消费者的说服知识,这降低了这些帖子的可信度,进而对品牌和影响者的评价产生负面影响。有趣的是,我们的研究结果表明,这种间接效应只有在赞助未披露的情况下才会出现。因此,通过披露此类赞助提高透明度,可以消除说服知识对帖子可信度以及随后对品牌和影响者的评估的负面影响。这些发现对营销实践和研究具有重要意义。
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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