Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns

Sara AlRabiah, Ben Marder, David Marshall and Rob Angell

Journal of Business Research, 2022, vol. 152, issue C, 93-105

Abstract: Social media influencers (SMIs) offer a unique form of electronic word-of-mouth (eWOM), disclosing personal information (e.g., daily routines, major life events) as part of their pitch when promoting products. To date, no research has explored if, and how, social self-disclosure impacts the way recipients respond to promotions and the influencer themselves. Through four studies deploying a mixed method design (total N = 888), we redress this knowledge gap. We find that increased depth and breadth in social self-disclosure is viewed as inappropriate, reducing trust and purchase intent. We further validate appropriateness as the critical mediator in understanding the impact of self-disclosure within this marketing context. We also establish that the context of the post (sponsored vs non-sponsored) and the audiences’ social media usage intensity together act as a boundary condition to the effects of high self-disclosure by SMI’s.

Keywords: Influencer; Self-disclosure; Appropriateness; Sponsored; eWOM; Social Media (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:152:y:2022:i:c:p:93-105

DOI: 10.1016/j.jbusres.2022.07.029

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