Universität zu Köln

Karaguer, Zeynep, Becker, Jan-Michael ORCID: 0000-0003-3013-3739, Klein, Kristina ORCID: 0000-0002-2876-7671 and Edeling, Alexander ORCID: 0000-0002-1815-6439 (2022). How, why, and when disclosure type matters for influencer marketing. Int. J. Res. Mark., 39 (2). S. 313 - 336. AMSTERDAM: ELSEVIER. ISSN 1873-8001

Full text not available from this repository.

Abstract

Consumers' changing media consumption behaviors and skepticism toward traditional forms of advertising have prompted the growth of influencer marketing. Even as regulatory authorities call on brands and influencers to disclose the posts as advertising, no consistent guidelines exist. The distinct effects of self-generated versus platform-initiated disclosures also remain unclear, nor has research addressed the interplay of key influencer character-istics and marketing disclosures. This article reports on findings from the first academic field study of influencer marketing disclosures, as well as three experimental studies, which indicate that disclosure is a double-edged sword. When provided through a platform-initiated branded content tool, disclosure consistently exerts the strongest effect on perceptions of advertising, negatively relating to influencer trustworthiness and con-sumer engagement. The effects of disclosure type also depend on the number of followers and number of previously endorsed products (i.e., influencer characteristics). Yet, con-sumers also express appreciation for transparency when influencers disclose posts as advertising, which increases perceived trustworthiness of the influencer and engagement with the post. The implications of these findings should inform choices by public policy makers, brand managers, and influencers.(c) 2021 Elsevier B.V. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Karaguer, Zeynep UNSPECIFIED UNSPECIFIED UNSPECIFIED Becker, Jan-Michael UNSPECIFIED orcid.org/0000-0003-3013-3739 UNSPECIFIED Klein, Kristina UNSPECIFIED orcid.org/0000-0002-2876-7671 UNSPECIFIED Edeling, Alexander UNSPECIFIED orcid.org/0000-0002-1815-6439 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-678424
DOI:	10.1016/j.ijresmar.2021.09.006
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	39
Number:	2
Page Range:	S. 313 - 336
Date:	2022
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language SPONSORSHIP DISCLOSURE; PERSUASION KNOWLEDGE; SOCIAL MEDIA; INSTAGRAM; IMPACT; HETEROSKEDASTICITY; ENGAGEMENT; INTENTION; CONSUMERS Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/67842