When less is more: The impact of macro and micro social media influencers’ disclosure

Samantha Kay; Rory Mulcahy; Joy Parkinson

doi:10.1080/0267257X.2020.1718740

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When less is more: The impact of macro and micro social media influencers’ disclosure

Journal article

Open access

Peer reviewed

When less is more: The impact of macro and micro social media influencers’ disclosure

Samantha Kay, Rory Mulcahy and Joy Parkinson

Journal of Marketing Management, Vol.36(3-4), pp.248-278

2020

DOI: https://doi.org/10.1080/0267257X.2020.1718740

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Abstract

social media influencers

native advertising

disclosure

There are growing discussions of social media influencers and their effectiveness in endorsing products. Further, recent policy regulations are requiring social media influencers to disclose sponsored content when using a form of native advertising. This research examined the effect of macro-influencers (high likes) and micro-influencers (low likes) and their disclosure of native advertising sponsorship on consumer evaluations of products. Results from a 2 x 2 experiment first show that consumers exposed to the micro-influencer condition report higher levels of product knowledge, and consumers exposed to the disclosure condition reported the products endorsed by social media influencers to be more attractive. The results also show that when exposed to micro-influencers who disclose, consumers have higher levels of purchase intentions than when exposed to macro-influencers who do not disclose, as well as higher purchase intentions than for posts where sponsorship is not disclosed by influencers. The important findings of this research for theory, practice and policy are discussed.

Details

Title: When less is more: The impact of macro and micro social media influencers’ disclosure
Authors: Samantha Kay (Author) - University of the Sunshine Coast - USC Business School
Rory Mulcahy (Author) - University of the Sunshine Coast - USC Business School
Joy Parkinson (Author) - Griffith University
Publication details: Journal of Marketing Management, Vol.36(3-4), pp.248-278
Publisher: Routledge
Date published: 2020
DOI: 10.1080/0267257X.2020.1718740
ISSN: 0267-257X
Copyright note: Copyright (c) 2020. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 2020, available online: http://www.tandfonline.com/10.1080/0267257X.2020.1718740
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy; School of Law and Society; External
Language: English
Record Identifier: 99450877002621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Business; Management