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Consumer Inferences of and Response to Sponsored Instagram Posts: An Exploration of the Roles of Source Motives, Source Credibility and Sponsorship Disclosure
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Persuasion Knowledge/Skepticism
Social Media
Abstract
The objective of this current research is to understand how consumers making inferences of Instagram influencer motives for posting product recommendations, and how consumers use their knowledge of influencer credibility and sponsorship disclosure to interpret and respond to sponsored posts.
Results showed that the presence of an FTC-required clear and conspicuous sponsorship disclosure had its intended effects to generate stronger consumer inferences of personal financial gains and product sales motives. In addition, highly credible influencers appear to generate stronger consumer inferences of image enhancements, expression of product enjoyment, and assisting purchase decisions motives and are less likely to face consumer resistance to their messages than less credible influencers are, regardless of product categories or disclosure.
Furthermore, findings revealed that different thoughts about influencer motives led to varying levels of resistance. Specifically, self-serving motives such as personal financial gains and product sales motives together, as well as personal image enhancement motives increased consumer resistance towards to sponsored content; while altruistic motives such as expression of product enjoyment, pleasure in social sharing and assisting purchase decisions altogether reduced consumer resistance to persuasion.
Theoretical and practical implications of the findings are discussed, and future research directions are suggested.
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