{"title":"Sponsorship Disclosure of Influencers – A Curse or a Blessing?","authors":"Andrea Giuffredi-Kähr, A. Petrova, Lucia Malär","doi":"10.1177/10949968221075686","DOIUrl":null,"url":null,"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.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":6.8000,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"13","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10949968221075686","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: 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.
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.