Abstract Brands’ investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely influencer- versus brand-promoted ads (i.e., influencer-generated ads and brands’ reposting/featuring of influencer ads), can affect consumer engagement, consumer sentiment, and topics of comments differently. Results of text analysis show that influencer-promoted ads enjoy significantly higher engagement in terms of consumer liking and commenting than that of brand-promoted ads among apparel brands on Instagram. Consumers express a significantly higher percentage of negative sentiment and a lower percentage of positive sentiment in their comments on brand-promoted ads than on influencer-promoted ads. Consumers demonstrate cultlike appreciation for influencers’ product sharing and show high involvement in the advertised products in influencer-promoted ads. Nonetheless, brand-promoted ads also positively affect consumers’ interests in the online stores and/or the advertised products.

中文翻译：

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利用有影响力的广告和品牌推广的广告调查消费者参与度：来源和披露的作用

摘要过去几年，品牌在网红营销上的投资一直在增加。这项研究提出并阐明了两组相似和可比较的广告集，即影响者和品牌推广的广告（即，影响者生成的广告和品牌对影响者广告的重新发布/特征）如何影响消费者的参与度，消费者情感和主题评论不同。文本分析的结果表明，在Instagram上的服装品牌中，有影响力的广告在消费者喜好和评论方面的参与度明显高于品牌推广的广告。与品牌推广广告相比，消费者对品牌推广广告的负面情绪百分比明显较高，而正面情绪的百分比较低。消费者对有影响力的人分享产品表现出邪教般的赞赏，并在有影响力的人推荐的广告中高度参与广告产品。尽管如此，品牌推广的广告也会对消费者在网上商店和/或广告产品中的兴趣产生积极影响。