Mixing Parasocial Friendship With Business: The Effect of Sponsorship Disclosure Timing in Vlogs

Abstract. Building on the persuasion knowledge model and theories of parasocial relationships (PSRs), our study explored mechanisms underlying the persuasive effects of social media influencers. Our study uniquely considered PSRs as a dynamic process, such that audiences’ responses to persuasive attempts depend on their relational stage with the influencer. A longitudinal experimental design traced participants’ development of PSRs with a YouTube vlogger over four timepoints. Contrary to our hypothesis that early disclosure of corporate sponsorship reduces PSRs and persuasion, the persuasive effect of sponsorship disclosure did not vary depending on the relational stage at which it appeared (zero-history encounter with vlogger vs. after establishing a relationship with vlogger over several episodes). In line with past research, PSR intensity and authenticity promoted persuasion by reducing resistance to persuasion, regardless of sponsorship timing.