Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure
- Authors
- Kim, Do Yuon; Kim, Hye-Young
- Issue Date
- Jun-2021
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Influencer advertising; Native advertising; Multiple motive inference; Influencer-product congruence; Sponsorship disclosure; Advertising recognition
- Citation
- JOURNAL OF BUSINESS RESEARCH, v.130, pp.405 - 415
- Journal Title
- JOURNAL OF BUSINESS RESEARCH
- Volume
- 130
- Start Page
- 405
- End Page
- 415
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/87448
- DOI
- 10.1016/j.jbusres.2020.02.020
- ISSN
- 0148-2963
- 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.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - ETC > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/87448)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.