Disclosure, content cues, emotions and behavioural engagement in social media influencer marketing: an exploratory multi-stakeholder perspective

ABSTRACT

Influencer marketing involves multiple stakeholders. Research, however, has predominately explored key influencer marketing concepts, such as disclosure for native advertising from a consumer perspective. In addition, a review of the literature identifies other factors such as content cues and emotions, which may be important in providing a comprehensive understanding of influencer marketing. To address these gaps, this research adopted an exploratory research design using convergent interviews with the three key stakeholder groups consumers, influencers and brands. The findings reveal that beyond disclosure, other content cues within influencer marketing can contribute to advertising recognition. Further, from the perspective of brands, influencers are perceived to have unique credibility attributes relating to expertise on social media platforms and product categories. Emotional responses in influencer marketing are also shown to be predominately positive and directed towards influencers rather than brands, with potential for this to be transferred to the brand through emotional contagion.

KEYWORDS:

• Social media influencers
• influencer marketing
• disclosure
• content cues
• stakeholder

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. In this research, the term ‘celebrity’ is used for individuals who have a condition of fame and broad public recognition via pursuits such as acting, sports and music. This differs from social media influencers, who develop recognition through their posts and engagement on social media platforms (Kay et al., 2020).

Additional information

Notes on contributors

Samantha Kay

Samantha Kay is a PhD candidate at the University of the Sunshine Coast. Her research investigates native advertising, influencer marketing and disclosure practices on social media, and consumer behaviour. She holds a bachelor’s degree with first class honours in business and marketing, the research of which examined social media influencers, and has previously had her work published in the Journal of Marketing Management and presented at conferences such as ANZMAC. Samantha hopes her research can inform influencers, brands and policy makers regarding influencer advertising on social media and disclosure practices.

R. Mulcahy

Dr. Rory Mulcahy is Senior Lecturer in Marketing at University of the Sunshine Coast. Rory's research investigates digital technologies, social media and consumer well-being. His work has appeared in journals such as Journal of Service Research, Psychology and Marketing, Journal of Service Management, Journal of Services Marketing, Journal of Marketing Management, among others.

K. Sutherland

Dr Karen Sutherland is a Senior Lecturer in Public Relations at the University of the Sunshine Coast, Australia. Her research focuses on social media practice and pedagogy. A Senior Fellow of the Higher Education Academy, Dr Sutherland is also the author of the multi award-winning text, Strategic Social Media Management – Theory and Practice by Palgrave Macmillan, co-author of Public Relations and Strategic Communication by Oxford University Press, and is a Co-Founder and Social Media Specialist at Dharana Digital. Dr Sutherland's research has appeared in journals such as Public Relations Review and Media International Australia and presented at conferences and industry events in Australia, New Zealand, Portugal, India, the UK and the USA. Dr Sutherland regularly delivers social media workshops and coaching sessions to clients from a range of industries within Australia and around the world.

M. Lawley

Meredith Lawley is a Professor (Marketing) in the School of Business and Creative Industries at the University of the Sunshine Coast. Meredith’s PhD and early research were around the marketing of international education, while more recently she has researched and published widely in food and agribusiness marketing where she works closely with industry to deliver industry-driven, evidence-based research. She has taught research methods for over 30 years, published research methods text books and successfully supervised over 25 doctoral students to completion. She has won a national award for her supervision of research students.