Semantic Scholar Open Access 2020 377 sitasi

Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure

Do Yuon Kim Hye-young Kim

Abstrak

Abstract This study investigates the effects of influencer advertising attributes on consumer responses via multiple motive inference processing. Influencer-product congruence and sponsorship disclosure are manipulated as independent variables. In so doing, this study examines whether social media users infer two types of motives (Affective vs. Calculative) of the influencer derived from perceived congruence (High vs. Low) and sponsorship disclosure (Presence vs. Absence). Results suggest that influencer-product congruence can be used to enhance product attitude and reduce advertising recognition by generating a higher affective motive inference. Sponsorship disclosure can also affect product attitude in a serial mediation of calculative motive inference and advertising recognition. The multiple motive inference model explained the dual processing of influencer advertising by attributing to the prior persuasion knowledge and situational characteristics simultaneously. The findings discussed theoretical and managerial implications on native advertising on social media.

Topik & Kata Kunci

Psychology

Penulis (2)

Do Yuon Kim

Hye-young Kim

Format Sitasi

APA MLA BibTeX

Kim, D.Y., Kim, H. (2020). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. https://doi.org/10.1016/j.jbusres.2020.02.020

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Informasi Jurnal

Tahun Terbit: 2020
Bahasa: en
Total Sitasi: 377×
Sumber Database: Semantic Scholar
DOI: 10.1016/j.jbusres.2020.02.020
Akses: Open Access ✓