Abstract

Given the burgeoning usage of influencers in social media marketing, the need to understand how consumers react to sponsored messages is on the rise. Drawing on the signaling theory, Elaboration Likelihood Model (ELM), and the message sidedness literature, this study illustrates the interaction effect between two types of sponsorship disclosures—brand influence disclosure (brand vs. honest opinion) and compensation type disclosure (gift vs. payment vs. sales commission)—on purchase intentions via influencer credibility, influencer-follower parasocial interaction (PSI), and brand attitudes. Through an experiment with 401 female participants, we found that a proper combination of these two types of disclosures generates a two-sided disclosure message and motivates people to scrutinize this two-sided message, which will boost influencer credibility, PSI, brand attitudes, and eventually, purchase intentions.

摘要

鉴于影响者在社交媒体营销中的使用迅速增加，了解消费者对赞助信息的反应的需求正在上升。借鉴信号理论、精细化可能性模型 (ELM) 和消息侧性文献，本研究说明了两种类型的赞助披露——品牌影响力披露（品牌与诚实意见）和补偿类型披露（礼物与诚实意见）之间的交互作用。付款与销售佣金）——通过影响者可信度、影响者-追随者准社会互动 (PSI) 和品牌态度影响购买意向。通过对 401 名女性参与者进行的实验，我们发现这两种类型的披露的适当组合会产生双向披露信息，并激励人们仔细审查这种双向信息，这将提高影响者的可信度，