TY - GEN
T1 - Recommendation or advertisement? the influence of advertising-disclosure language with pictorial types on influencer credibility and consumers’ brand attitudes
AU - Deng, Xinyi
AU - Li, Mengjun
AU - Suh, Ayoung
N1 - Publisher Copyright:
© Springer Nature Switzerland AG 2020.
PY - 2020
Y1 - 2020
N2 - The impacts of advertising-disclosure language on influencer marketing have increasingly attracted researchers’ attention. However, little research has focused on the role of pictorial types on social media influencers and brands. Thus, this study explores how different combinations of advertising-disclosure conditions and pictorial types can affect social media influencer credibility and consumers’ brand attitudes. By using an experimental 3 × 2 between-subject design, we collected data from 264 followers of beauty influencers on Weibo. Results revealed that a post that disclosed sponsorship significantly decreased influencer credibility and consumers’ brand attitudes compared to a post without any disclosure. Results also showed that a post with no-sponsorship disclosure significantly increased influencer credibility and consumers’ brand attitudes than a post without any disclosure or a post disclosing sponsorship. With regard to pictorial types, the influencer-with-product type led to higher influencer credibility and more positive brand attitudes in consumers than the product-only type in all three disclosure conditions. This study highlights the role of pictorial types in strengthening the power of advertising-disclosure language, which can further affect influencer credibility and consumers’ brand attitudes. This study contributes to the visual complexity literature for influencer marketing.
AB - The impacts of advertising-disclosure language on influencer marketing have increasingly attracted researchers’ attention. However, little research has focused on the role of pictorial types on social media influencers and brands. Thus, this study explores how different combinations of advertising-disclosure conditions and pictorial types can affect social media influencer credibility and consumers’ brand attitudes. By using an experimental 3 × 2 between-subject design, we collected data from 264 followers of beauty influencers on Weibo. Results revealed that a post that disclosed sponsorship significantly decreased influencer credibility and consumers’ brand attitudes compared to a post without any disclosure. Results also showed that a post with no-sponsorship disclosure significantly increased influencer credibility and consumers’ brand attitudes than a post without any disclosure or a post disclosing sponsorship. With regard to pictorial types, the influencer-with-product type led to higher influencer credibility and more positive brand attitudes in consumers than the product-only type in all three disclosure conditions. This study highlights the role of pictorial types in strengthening the power of advertising-disclosure language, which can further affect influencer credibility and consumers’ brand attitudes. This study contributes to the visual complexity literature for influencer marketing.
KW - Advertising-disclosure language
KW - Consumers’ brand attitudes
KW - Influencer credibility
KW - Influencer marketing
KW - Pictorial types
UR - https://www.scopus.com/pages/publications/85092141007
U2 - 10.1007/978-3-030-60152-2_19
DO - 10.1007/978-3-030-60152-2_19
M3 - Conference contribution
AN - SCOPUS:85092141007
SN - 9783030601515
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 234
EP - 248
BT - HCI International 2020 – Late Breaking Papers
A2 - Stephanidis, Constantine
A2 - Salvendy, Gavriel
A2 - Wei, June
A2 - Yamamoto, Sakae
A2 - Mori, Hirohiko
A2 - Meiselwitz, Gabriele
A2 - Nah, Fiona Fui-Hoon
A2 - Siau, Keng
PB - Springer Science and Business Media Deutschland GmbH
T2 - 22nd International Conference on Human Computer Interaction, HCII 2020
Y2 - 19 July 2020 through 24 July 2020
ER -