Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure
By Do Yuon Kim, Hye-young Kim. 2020
406 citations recorded by the source corpus.
Abstract This study investigates the effects of influencer advertising attributes on consumer responses via multiple motive inference processing. Influencer-product congruence and sponsorship disclosure are manipulated as independent variables. In so doing, this study examines whether social media users infer two types of motives (Affective vs. Calculative) of the influencer derived from perceived congruence (High vs. Low) and sponsorship disclosure (Presence vs. Absence). Results suggest that influencer-product congruence can be used to enhance product attitude and reduce advertising recognition by generating a higher affective motive inference. Sponsorship disclosure can also affect product attitude in a serial mediation of calculative motive inference and advertising recognition. The multiple motive inference model explained the dual processing of influencer advertising by attributing to the prior persuasion knowledge and situational characteristics simultaneously. The findings discussed theoretical and managerial implications on native advertising on social media.
Subfields: Clinical Psychology, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/cea93c0e62c915500b78c6d26ed77fb061ea74b2
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Clinical Psychology
In Marketing
In Sociology and Political Science
Citations in the corpus
- ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry (2020, background): “This may be attributed to various studies which have found that sponsorship disclosure messages, for example, the use of hashtag “sponsored”, allow users to recognise the post as advertising, and that an opinion leader may receive compensatory rewards, thus creating a negative attitude towards the p”