Skip to main content

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

Please use this search form to:

To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.

Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.

2.3b Influencer Credibility and Sponsorship Disclosure Effects on Ad Recognition and Resistance to #Sponsored Instagram Posts

Friday, March 29, 2019 at 1:00 PM–2:30 PM CDT

What do consumers think when they read a #sponsored post written by a social media influencer? Do they know it is an ad? Will they resist the message? This current study examines how consumers use prior knowledge of an agent and the presence of a sponsorship disclosure to interpret and cope with an Instagram influencer’s sponsored post. Specifically, this study tested a theoretical model explaining the role of influencer credibility and sponsorship disclosure on ad recognition and resistance to Instagram sponsored posts. Path analysis results showed that the sponsorship disclosure increased the level of ad recognition, and indirectly increased consumer resistance via ad recognition. Furthermore, a significant interaction effect revealed that influencer credibility positively moderated the relationship between disclosure and ad recognition. In other words, although influencer credibility reduced the level of ad recognition and consumer resistance in general, a highly credible influencer facilitates ad recognition when there is a sponsorship disclosure. Theoretical and practical implications, limitations and future research directions are discussed.

First & Corresponding Author

Mengtian Jiang, University of Kentucky
Authors in the order to be printed.

Mengtian Jiang, University of Kentucky; Nora Rifon, Michigan State University; Esther Thorson, Michigan State University

Additional Authors

Nora Rifon, Michigan State University
Esther Thorson, Michigan State University