Journal article
Disclosure, content cues, emotions and behavioural engagement in social media influencer marketing: an exploratory multi-stakeholder perspective
Journal of Marketing Management , Vol.39(7-8), pp.550-584
2023
Abstract
Influencer marketing involves multiple stakeholders. Research, however, has predominately explored key influencer marketing concepts, such as disclosure for native advertising from a consumer perspective. In addition, a review of the literature identifies other factors such as content cues and emotions, which may be important in providing a comprehensive understanding of influencer marketing. To address these gaps, this research adopted an exploratory research design using convergent interviews with the three key stakeholder groups consumers, influencers and brands. The findings reveal that beyond disclosure, other content cues within influencer marketing can contribute to advertising recognition. Further, from the perspective of brands, influencers are perceived to have unique credibility attributes relating to expertise on social media platforms and product categories. Emotional responses in influencer marketing are also shown to be predominately positive and directed towards influencers rather than brands, with potential for this to be transferred to the brand through emotional contagion.
Details
- Title
- Disclosure, content cues, emotions and behavioural engagement in social media influencer marketing: an exploratory multi-stakeholder perspective
- Authors
- Samantha Kay (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesRory Mulcahy (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesKaren E Sutherland (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesMeredith Lawley (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Journal of Marketing Management , Vol.39(7-8), pp.550-584
- Publisher
- Routledge
- DOI
- 10.1080/0267257X.2022.2118815
- ISSN
- 1472-1376
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; School of Law and Society
- Language
- English
- Record Identifier
- 99677498502621
- Output Type
- Journal article
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- Business
- Management
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