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