How, why, and when disclosure type matters for influencer marketing
International Journal of Research in Marketing(2022)
摘要
•First academic field study on the effects of influencer marketing disclosure.•Three online experiments provide insights on underlying behavioral mechanisms.•Platform-initiated branded content tool consistently leads to strongest effects.•Disclosure interacts with number of followers and previous brand endorsements.•Actionable recommendations for public policy makers, managers, and influencers.
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关键词
Influencer marketing,Instagram,Disclosure,Advertising transparency,Multiple product endorsement
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