What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies

Sponsored videos have rapidly emerged as an important marketing tool as video sharing platforms and the popularity of video influencers have grown. However, little research explores how sponsored videos’ design strategies affect viewer engagement. Using field data, this study highlights influencers’...

Full description

Saved in:
Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2023-01, Vol.51 (1), p.198-221
Main Authors: Chen, Li, Yan, Yajie, Smith, Andrew N.
Format: Article
Language:English
Subjects:
Analysis
Authenticity
Brand identity
Business
Business and Management
Content provider
Corporate sponsorship
Digital marketing
Digital video
Endorsements
Influencer marketing
Internet videos
Marketing
Original Empirical Research
Purchase intention
Social Sciences
Strategic planning (Business)
Video production
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!