Investigating Consumer Engagement with Influencer- vs. Brand-Promoted Ads: The Roles of Source and Disclosure

Brands' investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely influencer- versus brand-promoted ads (i.e., influencer-generated ads and brands' reposting/featuring o...

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Bibliographic Details
Published in:Journal of interactive advertising 2019-09, Vol.19 (3), p.169-186
Main Authors: Lou, Chen, Tan, Sang-Sang, Chen, Xiaoyu
Format: Article
Language:English
Subjects:
consumer engagement
consumer sentiment
Influencer marketing
text analysis
topic modeling
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