The Effects of Social Media Influencers’ Advertising Disclosure on Consumer Responses on Instagram
2
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that “sponsored” and “paid partnership with” are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.
Abstract
As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that “sponsored” and “paid partnership with” are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.
참고문헌 (39)
- Ali Abdallah Alalwan, "Social media in marketing: A review and analysis of the existing literature", Telematics and Informatics, 34(7), pp.1177~1190 (2017), Elsevier BV[DOI]
- Angella J. Kim, "Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook", Computers in Human Behavior, 58, pp.98~108 (2016), Elsevier BV[DOI]
- D. Holt, "Branding in the Age of Social Media", Harvard Business Review (2016)
- Marijke De Veirman, "Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude", International Journal of Advertising, 36(5), pp.340~359 (2017), Informa UK Limited[DOI]
- Susie Khamis, "Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers", Celebrity Studies, 8(2), pp.191~208 (2016), Informa UK Limited[DOI]
- Elmira Djafarova, "Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users", Computers in Human Behavior, 68, pp.1~7 (2017), Elsevier BV[DOI]
- Nicole B. Ellison, "The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites", Journal of Computer-Mediated Communication, 12(4), pp.1143~1168 (2007), Oxford University Press (OUP)[DOI]
- "Definition: Instagram" (2017)[URL]
- J. G. Miles, "Instagram Power" (2014), McGraw Hill
- Andrea N. Geurin-Eagleman, "Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram", Sport Management Review, 19(2), pp.133~145 (2016), Informa UK Limited[DOI]
- "Statista: Number of monthly active Instagram users from January 2013 to September 2018 (in millions)" (2019)[URL]
- "Statista: Global Instagram influencer market size from 2017 to 2020" (2019)[URL]
- "Number of Companies Using Instagram To Nearly Double Next Year - Will surpass Twitter in 2017" (2015)[URL]
- Tom van Nuenen, "Here I am: Authenticity and self-branding on travel blogs", Tourist Studies, 16(2), pp.192~212 (2015), SAGE Publications[DOI]
- Nathaniel J. Evans, "Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent", Journal of Interactive Advertising, 17(2), pp.138~149 (2017), Informa UK Limited[DOI]
- Hazem Rasheed Gaber, "Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization", Cogent Business & Management, 6(1), pp.1618431~ (2019), Informa UK Limited[DOI]
- Marijke De Veirman, "Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising", International Journal of Advertising, 39(1), pp.94~130 (2019), Informa UK Limited[DOI]
- "Native Advertising: A Guide for Businesses" (2015)[URL]
- "Full Disclosure" (2014)[URL]
- "Variety. Instagram Will Add ‘Paid Partnership’ Tag to Sponsored Posts, After FTC’s Warnings to Celebrity Users" (2017)[URL]
- Roobina Ohanian, "Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness", Journal of Advertising, 19(3), pp.39~52 (1990), Informa UK Limited[DOI]
- R. Ohanian, "The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase", Journal of Advertising Research, 1(1), pp.46~54 (1991)
- Sophie C. Boerman, "Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses", Journal of Communication, 62(6), pp.1047~1064 (2013), Oxford University Press (OUP)[DOI]
- Kim Dekker, "Disclosing Celebrity Endorsement in a Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact", Journal of Promotion Management, 19(2), pp.224~240 (2013), Informa UK Limited[DOI]
- Marian Friestad, "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts", Journal of Consumer Research, 21(1), pp.1~31 (1994), Oxford University Press (OUP)[DOI]
- J. W. Brehm, "A theory of psychological reactance" (1966), Academic Press
- Rita Marie Cain, "Embedded Advertising on Television: Disclosure, Deception, and Free Speech Rights", Journal of Public Policy & Marketing, 30(2), pp.226~238 (2011), SAGE Publications[DOI]
- J. W. Brehm, "Psychological Reactance : Theory and Applications", Association for Consumer Research, 16, pp.72~75 (1989)
- Carl Obermiller, "Development of a Scale to Measure Consumer Skepticism Toward Advertising", Journal of Consumer Psychology, 7(2), pp.159~186 (1998), Wiley[DOI]
- David M. Hardesty, "Brand Familiarity and Invoice Price Effects on Consumer Evaluations: The Moderating Role of Skepticism toward Advertising", Journal of Advertising, 31(2), pp.1~15 (2013)[DOI]
- J. F. Hair, "Multivariate Data Analysis" (1998), Prentice Hall
- S. C. Boerman, "book: Advertising in new formats and media: Current research and implications for marketers", pp.115~146 (2016), Emerald Group Publishing
- B. W. Wojdynski, "Going Native : Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising", Journal of Advertising, 45(2), pp.1~15 (2015)[DOI]
- Sophie C. Boerman, "Effects of Sponsorship Disclosure Timing on the Processing of Sponsored Content: A Study on the Effectiveness of European Disclosure Regulations", Psychology & Marketing, 31(3), pp.214~224 (2014), Wiley[DOI]
- M CAMPBELL, "When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments", Journal of Consumer Psychology, 4(3), pp.225~254 (1995), Wiley[DOI]
- Dong-Hee Shin, "The role of affordance in the experience of virtual reality learning: Technological and affective affordances in virtual reality", Telematics and Informatics, 34(8), pp.1826~1836 (2017), Elsevier BV[DOI]
- Donghee Shin, "Empathy and embodied experience in virtual environment: To what extent can virtual reality stimulate empathy and embodied experience?", Computers in Human Behavior, 78, pp.64~73 (2018), Elsevier BV[DOI]
- Donghee Shin, "How does immersion work in augmented reality games? A user-centric view of immersion and engagement", Information, Communication & Society, 22(9), pp.1212~1229 (2017), Informa UK Limited[DOI]
- Donghee Shin, "Exploring immersive experience in journalism what makes people empathize with and embody immersive journalism?", New Media & Society, 20(8), pp.2800~2823 (2017), SAGE Publications[DOI]