管理社交媒体影响者披露的透明度悖论

IF 2.1 4区 管理学 Q3 BUSINESS
Nadia Steils, Annabel Martín, Jean-François Toti
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引用次数: 6

摘要

公司越来越多地与社交媒体上有影响力的人合作,以推广他们的产品和服务。然而,与微观影响者相比,宏观影响者在保持真实性和参与度方面面临困难。鉴于有关这些伙伴关系的法规不断变化,本研究的目的是调查赞助披露在理解大型社区对真实性和参与度的看法方面的调节作用。研究1使用真实数据,证实了社区规模对参与的影响呈倒u形,并强调了披露信息的调节作用。研究2确定微观和宏观社区的感知社区规模,并通过实验(n = 1004)来突出真实性的中介作用。只有当消息由影响者发布时(相对于平台或没有消息),披露消息才能提高宏观影响者的参与度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Managing the Transparency Paradox Of Social-Media Influencer Disclosures
Companies increasingly collaborate with social-media influencers to promote their products and services. Compared with micro-influencers, however, macro-influencers face difficulties maintaining authenticity and engagement. Given the changing regulations concerning these partnerships, the objective of this research is to investigate the moderating role of sponsorship disclosure in understanding large communities’ perceptions of authenticity and engagement. Using real data, Study 1 confirms the impact of community size on engagement in an inverted U-shaped manner and highlights the moderating role of disclosure messages. Study 2 determines perceived community sizes of micro and macro communities, and uses an experiment (n = 1,004) to highlight the mediating role of authenticity. Disclosure messages improve engagement for macro-influencers only when the message is published by the influencer (versus the platform or no message).
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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