Journal article
When less is more: The impact of macro and micro social media influencers’ disclosure
Journal of Marketing Management, Vol.36(3-4), pp.248-278
2020
Abstract
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 SchoolRory Mulcahy (Author) - University of the Sunshine Coast - USC Business SchoolJoy 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; 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
- Research Statement
- false
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