Abstract

Despite the growing popularity of influencer advertising among advertisers, little is known regarding influencer advertising effectiveness, particularly in relation to advertising design factors. The current research seeks to address this gap by exploring how influencer presence (whether or not the influencer appears in the ad) and ad source (whether the brand or the influencer posts the ad to social media) interact with consumer age to influence self–brand connections. It suggests that influencer presence can positively influence self–brand connections; however, the effectiveness of influencers is limited for younger consumers. It highlights the importance of building self–brand connections through influencer advertising by showing a positive relationship with brand attitudes and likelihood to spread electronic word-of-mouth.

摘要

尽管影响者广告在广告商中越来越受欢迎，但人们对影响者广告的有效性知之甚少，尤其是在广告设计因素方面。当前的研究试图通过探索影响者的存在（无论影响者是否出现在广告中）和广告来源（品牌或影响者将广告发布到社交媒体）如何与消费者年龄相互作用来影响自我品牌来解决这一差距连接。这表明影响者的存在可以对自我品牌联系产生积极影响；然而，影响者的有效性对年轻消费者来说是有限的。它通过显示与品牌态度和传播电子口碑的可能性的积极关系，强调了通过影响者广告建立自我品牌联系的重要性。