Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure

Do Yuon Kim and Hye-Young Kim

Journal of Business Research, 2021, vol. 130, issue C, 405-415

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.

Keywords: Influencer advertising; Native advertising; Multiple motive inference; Influencer-product congruence; Sponsorship disclosure; Advertising recognition (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (27)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296320301156
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:405-415

DOI: 10.1016/j.jbusres.2020.02.020

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().