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Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

Susanna Lee|Eunice Kim
한국마케팅과학회 (Korean Scholars of Marketing Science)|2020.06|Journal of Global Fashion Marketing|제11권 제3호|pp. 232-249

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InstagramInfluencer marketingsponsorship disclosurebrand credibilitypersuasion knowledgeinfluencer credibility网红营销照片墙公开赞 助说服知识网红信誉品 牌知名度
주제분류경영학

초록

Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influencer promotional posts encourages consumers to critically process the advertising message. Thus, this study examines the effects of disclosure types (explicit/implicit/no disclosure), influencer credibility (high low), and brand credibility (high/low) on the effectiveness of Instagram influencer promotional posts. Findings reveal that highly credible brands featured in Instagram posts have a positive impact on message credibility, attitude toward the ad, purchase intention, and eWOM intention. Theoretical and managerial implications are discussed.

Abstract

Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influencer promotional posts encourages consumers to critically process the advertising message. Thus, this study examines the effects of disclosure types (explicit/implicit/no disclosure), influencer credibility (high low), and brand credibility (high/low) on the effectiveness of Instagram influencer promotional posts. Findings reveal that highly credible brands featured in Instagram posts have a positive impact on message credibility, attitude toward the ad, purchase intention, and eWOM intention. Theoretical and managerial implications are discussed.

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