TY - JOUR
T1 - Influencer advertising on social media
T2 - The multiple inference model on influencer-product congruence and sponsorship disclosure
AU - Kim, Do Yuon
AU - Kim, Hye Young
PY - 2020/1/1
Y1 - 2020/1/1
N2 - 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.
AB - 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.
KW - Advertising recognition
KW - Influencer advertising
KW - Influencer-product congruence
KW - Multiple motive inference
KW - Native advertising
KW - Sponsorship disclosure
UR - http://www.scopus.com/inward/record.url?scp=85079820341&partnerID=8YFLogxK
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U2 - 10.1016/j.jbusres.2020.02.020
DO - 10.1016/j.jbusres.2020.02.020
M3 - Article
AN - SCOPUS:85079820341
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -