首页|Consumers’ ambiguous perceptions of advertising disclosures in influencer marketing: Disentangling the effects on current and future social media engagement
Consumers’ ambiguous perceptions of advertising disclosures in influencer marketing: Disentangling the effects on current and future social media engagement
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NETL
NSTL
Springer Nature
Based on a large real-world dataset comprising Instagram posts of popular influencers, this study empirically analyzesthe impact of disclosed and undisclosed advertising on consumers’ engagement with (a) the advertisement and (b) futurenon-advertising posts of the same author. As extant research reports inconsistent effects of ad disclosures based on inferredmotives, persuasion knowledge, and source credibility, this study develops a conceptual framework incorporating thesetheoretical concepts. To identify undisclosed advertisements, we use data from regions with proper disclosure culture to traina model to predict if posts are advertising. Based on the predictions for > 65,000 posts of 239 macro-influencers, we findthat advertising posts gather less engagement than non-advertising posts. Regarding immediate ad engagement, we find thatdisclosed ads gather less engagement than undisclosed ads. Contrastingly, when analyzing future engagement, we identifypositive persistent effects of disclosed advertising and negative persistent effects of undisclosed advertising on consumers’engagement with future posts of the same author. We conclude that source credibility explains the effect of disclosures onfuture posts, while the Persuasion Knowledge Model can explain the effect of disclosures on the current advertisement.Thus, consumers’ coping strategies triggered by activated persuasion knowledge are mostly limited to the advertisement.Our findings can explain the opposing results of extant research. From a managerial perspective, we find that by not disclosingadvertising posts, influencers and marketers increase an ad’s engagement levels at the expense of persistently loweredattitudes. Conversely, in the long run, they may benefit from transparent disclosures.
NETL
NSTL
Springer Nature
