The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos

Junyun Liao and Jiada Chen

Journal of Business Research, 2024, vol. 185, issue C

Abstract: Platforms, marketers, and video influencers aim to increase user engagement with sponsored videos. Whereas some video influencers effectively incorporate commercial content into their videos and drive digital engagement, others do not. What makes some sponsored videos more effective than others? Drawing upon the literature on authenticity and persuasion knowledge, this study identifies video influencers’ authenticity management strategies and examines how they interact with influencer characteristics in shaping digital engagement. Specifically, this work examines the role of information disclosure and passion expression in driving digital engagement and investigates the moderating role of influencer competence and influencer–brand fit. Based on 675 sponsored videos from Bilibili, the results reveal that two-sided messages, sponsorship disclosure, brand love passion, and self-identity construction positively drive digital engagement. Furthermore, influencers’ competence enhances the effects of two-sided messages, and sponsorship disclosure on digital engagement and influencer–brand fit decreases the effect of self-identity construction on digital engagement. These findings shed light on how authenticity management strategies shape responses to influencer-sponsored content and deepen the understanding regarding the drivers of digital engagement.

Keywords: Influencer authenticity management; Information disclosure; Passion expression; Influencer characteristics; Influencer–brand fit; Digital engagement (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:185:y:2024:i:c:s0148296324004417

DOI: 10.1016/j.jbusres.2024.114937

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