TY - JOUR
T1 - Managing the Transparency Paradox Of Social-Media Influencer Disclosures
T2 - How to Improve Authenticity and Engagement When Disclosing Influencer-Sponsor Relationships
AU - Steils, Nadia
AU - Martin, Annabel
AU - Toti, Jean François
N1 - Publisher Copyright:
© 2022, World Advertising Research Center. All rights reserved.
PY - 2022/6/1
Y1 - 2022/6/1
N2 - Companies increasingly collaborate with social-media influencers to promote their products and services. Compared with micro-influencers, however, macro-influencers face difficulties maintaining authenticity and engagement. Given the changing regulations concerning these partnerships, the objective of this research is to investigate the moderating role of sponsorship disclosure in understanding large communities’ perceptions of authenticity and engagement. Using real data, Study 1 confirms the impact of community size on engagement in an inverted U-shaped manner and highlights the moderating role of disclosure messages. Study 2 determines perceived community sizes of micro and macro communities, and uses an experiment (n = 1,004) to highlight the mediating role of authenticity. Disclosure messages improve engagement for macro-influencers only when the message is published by the influencer (versus the platform or no message).
AB - Companies increasingly collaborate with social-media influencers to promote their products and services. Compared with micro-influencers, however, macro-influencers face difficulties maintaining authenticity and engagement. Given the changing regulations concerning these partnerships, the objective of this research is to investigate the moderating role of sponsorship disclosure in understanding large communities’ perceptions of authenticity and engagement. Using real data, Study 1 confirms the impact of community size on engagement in an inverted U-shaped manner and highlights the moderating role of disclosure messages. Study 2 determines perceived community sizes of micro and macro communities, and uses an experiment (n = 1,004) to highlight the mediating role of authenticity. Disclosure messages improve engagement for macro-influencers only when the message is published by the influencer (versus the platform or no message).
UR - http://www.scopus.com/inward/record.url?scp=85134071059&partnerID=8YFLogxK
U2 - 10.2501/JAR-2022-008
DO - 10.2501/JAR-2022-008
M3 - Article
AN - SCOPUS:85134071059
SN - 0021-8499
VL - 62
SP - 148
EP - 166
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 2
ER -