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Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post [照片墙网红营销:公开赞助, 网红信誉以及品牌可信度如何影响照片墙促销效果]
- Title
- Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post [照片墙网红营销:公开赞助, 网红信誉以及品牌可信度如何影响照片墙促销效果]
- Authors
- Lee S.; Kim E.
- Ewha Authors
- Eunice Eun-Sil Kim(김은실)
- SCOPUS Author ID
- Eunice Eun-Sil Kim
- Issue Date
- 2020
- Journal Title
- Journal of Global Fashion Marketing
- ISSN
- 2093-2685
- Citation
- Journal of Global Fashion Marketing vol. 11, no. 3, pp. 232 - 249
- Keywords
- brand credibility; influencer credibility; Influencer marketing; Instagram; persuasion knowledge; sponsorship disclosure
- Publisher
- Routledge
- Indexed
- SCOPUS; KCI
- Document Type
- Article
- 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. © 2020, © 2020 Korean Scholars of Marketing Science.
- DOI
- 10.1080/20932685.2020.1752766
- Appears in Collections:
- 사회과학대학 > 심리학전공 > Journal papers
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