Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

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 conc...

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Bibliographic Details
Published in:Journal of global fashion marketing 2020, 11(3), , pp.232-249
Main Authors: Lee, Susanna, Kim, Eunice
Format: Article
Language:English
Subjects:
brand credibility
influencer credibility
Influencer marketing
Instagram
persuasion knowledge
sponsorship disclosure
公开赞助
品牌知名度
照片墙
网红信誉
网红营销
说服知识
경영학
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Summary: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.
ISSN:2093-2685
2325-4483
DOI:10.1080/20932685.2020.1752766