Abstract

Many brands are now working on Instagram to promote, showcase their products and services, and benefit from the potentialities of Influencer Marketing. A detailed investigation of the effects of Instagram influencer advertising on the influencer-related outcomes is thus becoming urgent. The present study addresses a conceptual model in which the fit influencer–product congruence and the role of a more prominent disclosure are explored with respect to ad recognition, sponsorship transparency and influencer-related outcomes. Findings from a 2 (disclosure prominence: high vs. low) × 2 (influencer-product congruence: high vs. low) between participants experimental design first show a positive effect of influencer product fit on attitude, credibility and continuance intention to follow the influencer. Moreover, a prominent disclosure enhances users’ perceived sponsorship transparency when the higher congruence makes it harder to discern a genuine endorsement from a sponsored one. Finally, we disentangle the mediating effects of ad recognition and sponsorship transparency between influencer–product congruence and the influencer-related outcomes.

摘要

许多品牌现在都在 Instagram 上推广、展示他们的产品和服务，并从影响者营销的潜力中受益。因此，对 Instagram 网红广告对网红相关结果的影响的详细调查变得迫在眉睫。本研究提出了一个概念模型，在该模型中，在广告识别、赞助透明度和影响者相关结果方面探讨了影响者-产品一致性和更突出披露的作用。参与者实验设计之间的 2（披露突出度：高与低）×2（影响者-产品一致性：高与低）的结果首先表明影响者产品的匹配度对态度、可信度和关注影响者的持续意愿有积极影响. 而且，当更高的一致性使得更难从赞助商中辨别出真正的代言时，突出的披露会增强用户对赞助透明度的感知。最后，我们解开了影响者-产品一致性和影响者相关结果之间的广告识别和赞助透明度的中介效应。