ABSTRACT

The main goal of this research is to examine how social cues embedded in social media may influence people’s perceptions and behavioural intentions towards influencer messages. Findings from an experimental study showed that positive ratings on a YouTube video page, compared to negative ratings, increased consumers’ attitude towards the endorsed products. The effect of rating valence was mediated by consumers’ perceived manipulative intent of the messages, and moderated by the sponsorship nature of the influencer message. Theoretical and managerial implications of these findings are discussed.

中文翻译：

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以封面判断一本书：调查消费者对社交媒体影响者营销中社交线索的反应

摘要

本研究的主要目标是研究嵌入社交媒体的社交线​​索如何影响人们对影响者信息的看法和行为意图。一项实验研究的结果表明，与负面评价相比，YouTube 视频页面上的正面评价提高了消费者对代言产品的态度。评级效价的影响由消费者感知到的信息操纵意图所调节，并由影响者信息的赞助性质调节。讨论了这些发现的理论和管理意义。