Many brands are now working on Instagram to promote, showcase their products and services, and benefit from the potentialities of Influencer Marketing. A detailed investigation of the effects of Instagram influencer advertising on the influencer-related outcomes is thus becoming urgent. The present study addresses a conceptual model in which the fit influencer–product congruence and the role of a more prominent disclosure are explored with respect to ad recognition, sponsorship transparency and influencer-related outcomes. Findings from a 2 (disclosure prominence: high vs. low) 2 (influencer-product congruence: high vs. low) between participants experimental design first show a positive effect of influencer product fit on attitude, credibility and continuance intention to follow the influencer. Moreover, a prominent disclosure enhances users’ perceived sponsorship transparency when the higher congruence makes it harder to discern a genuine endorsement from a sponsored one. Finally, we disentangle the mediating effects of ad recognition and sponsorship transparency between influencer–product congruence and the influencer-related outcomes.
The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency
Roberta De Cicco
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2021
Abstract
Many brands are now working on Instagram to promote, showcase their products and services, and benefit from the potentialities of Influencer Marketing. A detailed investigation of the effects of Instagram influencer advertising on the influencer-related outcomes is thus becoming urgent. The present study addresses a conceptual model in which the fit influencer–product congruence and the role of a more prominent disclosure are explored with respect to ad recognition, sponsorship transparency and influencer-related outcomes. Findings from a 2 (disclosure prominence: high vs. low) 2 (influencer-product congruence: high vs. low) between participants experimental design first show a positive effect of influencer product fit on attitude, credibility and continuance intention to follow the influencer. Moreover, a prominent disclosure enhances users’ perceived sponsorship transparency when the higher congruence makes it harder to discern a genuine endorsement from a sponsored one. Finally, we disentangle the mediating effects of ad recognition and sponsorship transparency between influencer–product congruence and the influencer-related outcomes.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
