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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 Kimscopus
Issue Date
2020
Journal Title
Journal of Global Fashion Marketing
ISSN
2093-2685JCR Link
Citation
Journal of Global Fashion Marketing vol. 11, no. 3, pp. 232 - 249
Keywords
brand credibilityinfluencer credibilityInfluencer marketingInstagrampersuasion knowledgesponsorship disclosure
Publisher
Routledge
Indexed
SCOPUS; KCI scopus
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.
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DOI
10.1080/20932685.2020.1752766
Appears in Collections:
사회과학대학 > 심리학전공 > Journal papers
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