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Annual Conference 2019

du 28 au 31 March 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.

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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.


3.2b The Effects of Influencers and Sponsorship Disclosure in Instagram Product Review

vendredi 29 mars 2019 à 14:45–16:15 CDT
2-Normandy B
Abstract

Given the popularity of influencers on Instagram, this study sheds light on the role of different types of influencers to examine the effectiveness of influencer marketing. This study examines the effects of influencer types (a celebrity vs. a micro-celebrity vs. a layperson) in Instagram product review posts and how they interact with different types of sponsorship disclosure (no disclosure vs. implicit vs. explicit). Findings indicate that a layperson induces the most positive consumer reactions. However, no significant effects of sponsorship disclosure types are found on consumer reactions. Additionally, the study examines the mediating role of persuasion knowledge activated by different types of sponsorship disclosure. The findings offer a significant contribution to understanding consumers’ information processing of covert advertising contents and influencer marketing on social media.

First & Corresponding Author

Yoo Jin Chung, University of Florida
Authors in the order to be printed.

Yoo Jin Chung, University of Florida; Susanna Lee, University of Florida; Eunice Kim, Ewha Womans University

Additional Authors

Susanna Lee, University of Florida
Eunice Kim, Ewha Womans University
Chargement en cours …