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

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.

网红作为一种营销传播工具, 已经受到越来越多的公众关注, 但还有很多问题值得去思考和挖掘, 这样我们才能了解网红信誉与品牌知名度两者结合之后, 如何影响消费者对网红宣传帖的看法。此外, 越来越多的人开始担心, 网红利用社交媒体发布广告帖, 公开为赞助商推广宣传的行为是否会引发消费者的抵触情绪。因此, 本次调查旨在研究公开类型 (明确的/不明确的/不公开的), 网红信誉 (高/低) 以及品牌可信度 (高/低) 对照片墙网红宣传帖效果的影响。研究结果表明, 为可信度高的品牌进行宣传, 将会大大提升大众对宣传信息的认可度, 产品的网络口碑以及消费者的购买意愿。并且, 公众将不再排斥网红营销这种商业手段。本文主要从理论与实际经营方面进行论述。

KEYWORDS:

• Influencer marketing
• Instagram
• sponsorship disclosure
• persuasion knowledge
• influencer credibility
• brand credibility

关键词:

• 网红营销
• 照片墙
• 公开赞助
• 说服知识
• 网红信誉
• 品牌知名度

Disclosure statement

No potential conflict of interest was reported by the authors.