Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
ATZ-Fachkongress

Chassis.tech plus 2024


4 Kongresse in einer Veranstaltung

Treffen Sie in München die Fachleute von Chassis, Lenkung, Bremsen sowie Reifen/Räder.
Erweiterte Suche
Anmelden
nach oben
Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 1/2023

02.07.2022 | Original Empirical Research

What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies

verfasst von: Li Chen, Yajie Yan, Andrew N. Smith

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2023

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

Sponsored videos have rapidly emerged as an important marketing tool as video sharing platforms and the popularity of video influencers have grown. However, little research explores how sponsored videos’ design strategies affect viewer engagement. Using field data, this study highlights influencers’ authenticity dilemma in sponsored video design and tests which features drive digital engagement. Specifically, this study conceptualizes and empirically tests a comprehensive framework, involving passion- and transparency-based strategies as well as platform- and brand-factors, to determine how influencers can best manage the authenticity dilemma. Results show that explicitly disclosing brand sponsorship, alone, and in combination with platform-generated disclosure, positively impacts digital engagement, indicating an evolution in consumer persuasion knowledge. Early brand appearance, high video customization, and influencers’ subjective endorsements, such as sharing personal experiences or opinions about the sponsored product, impair sponsored videos’ digital engagement. In addition to contributing theoretical insights on authenticity management strategies and sponsorship disclosure in influencer videos, this research offers practical recommendations to influencers on how to design more engaging sponsored videos.
Vorheriger Artikel Advancing customer diversity, equity, and inclusion: Measurement, stakeholder influence, and the role of marketing
Nächster Artikel The Journal of the Academy of Marketing Science at 50: A historical analysis

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Fußnoten
Literatur
Angrist, J. D. (2014). The perils of peer effects. Labour Economics, 30, 98–108.CrossRef
Aribarg, A., & Schwartz, E. M. (2020). Native advertising in online news: Trade-offs among clicks, brand recognition, and website trustworthiness. Journal of Marketing Research, 57(1), 20–34.CrossRef
Audrezet, A., & Charry, K. (2019). Do influencers need to tell audiences they’re getting paid?. Harvard Business Review Digital Articles, online.
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of business research, 117, 557–569.CrossRef
Balog, K., De Rijke, M., & Weerkamp, W. (2008). Bloggers as experts: feed distillation using expert retrieval models. In Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval (SIGIR '08). Association for Computing Machinery, New York, NY, USA, 753–754. https://​doi.​org/​10.​1145/​1390334.​1390486.
Becker, M., Wiegand, N., & Reinartz, W. J. (2019). Does it pay to be real? Understanding authenticity in TV advertising. Journal of Marketing, 83(1), 24–50.CrossRef
Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of Para-social relationship. Frontiers in Psychology, 10, 3042.CrossRef
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2015). Using eye tracking to understand the effects of brand placement disclosure types in television programs. Journal of Advertising, 44(3), 196–207.CrossRef
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). ‘This post is sponsored’: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82–92.CrossRef
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand: How Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness. Journal of Advertising Research, 59(4), 440–454.CrossRef
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479.CrossRef
Carr, C. T., & Hayes, R. A. (2014). The effect of disclosure of third-party influence on an opinion Leader’s credibility and electronic word of mouth in two-step flow. Journal of Interactive Advertising, 14(1), 38–50.CrossRef
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of business research, 117, 510–519.CrossRef
Cheng, M., Liu, J., Qi, J., & Wan, F. (2021). Differential effects of firm generated content on consumer digital engagement and firm performance: An outside-in perspective. Industrial Marketing Management, 98, 41–58.CrossRef
Choi, D., et al. (2018). How brand disclosure timing and brand prominence influence Consumer’s intention to share branded entertainment content. Journal of Interactive Marketing, 42, 18–31.CrossRef
Choi, W., & Lee, Y. (2019). Effects of fashion vlogger attributes on product attitude and content sharing. Fashion and Textiles, 6(1), 1–18.CrossRef
Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing, 55(7), 1841–1872.CrossRef
Colliander, J., & Erlandsson, S. (2015). The blog and the Bountiful: Exploring the effects of disguised product placement on blogs that are revealed by a third party. Journal of Marketing Communications, 21(2), 110–124.CrossRef
Darley, W. K., & Smith, R. E. (1993). Advertising claim objectivity: Antecedents and effects. Journal of Marketing, 57(4), 100–113.CrossRef
De Cicco, R., Iacobucci, S., & Pagliaro, S. (2021). The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency. International Journal of Advertising, 40(5), 733–759.CrossRef
Deci, Edward L, & Richard M Ryan. (2000). “The” what” and” why” of goal pursuits: Human needs and the self-determination of behavior.” Psychological Inquiry 11(4), 227–68.
De Jans, S., & Hudders, L. (2020). Disclosure of vlog advertising targeted to children. Journal of Interactive Marketing, 52, 1–19.CrossRef
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309–325.CrossRef
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.CrossRef
De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts: The role of material connection with the brand and message-sidedness when disclosing covert advertising. International Journal of Advertising, 39(1), 94–130.CrossRef
Dick, A., Chakravarti, D., & Biehal, G. (1990). Memory-based inferences during consumer choice. Journal of Consumer Research, 17(1), 82–93.CrossRef
Eigenraam, A. W., Eelen, J., & Verlegh, P. W. (2021). Let me entertain you? The importance of authenticity in online customer engagement. Journal of Interactive Marketing, 54, 53–68.CrossRef
Eisend, M., van Reijmersdal, E. A., Boerman, S. C., & Tarrahi, F. (2020). A meta-analysis of the effects of disclosing sponsored content. Journal of Advertising, 49(3), 344–366.CrossRef
Erz, A., & Christensen, A.-B. H. (2018). Transforming consumers into brands: Tracing transformation processes of the practice of blogging. Journal of Interactive Marketing, 43, 69–82.CrossRef
Evans, N. J., Hoy, M. G., & Childers, C. C. (2018). Parenting ‘YouTube natives’: The impact of pre-roll advertising and text disclosures on parental responses to sponsored child influencer videos. Journal of Advertising, 47(4), 326–346.CrossRef
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149.CrossRef
Evans, N. J., Wojdynski, B. W., & Hoy, M. G. (2019). How sponsorship transparency mitigates negative effects of advertising recognition. International Journal of Advertising, 38(3), 364–382.CrossRef
Feick, L., & Gierl, H. (1996). Skepticism about advertising: A comparison of east and west German consumers. International Journal of Research in Marketing, 13(3), 227–235.CrossRef
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31.CrossRef
Gavilanes, J. M., Flatten, T. C., & Brettel, M. (2018). Content strategies for digital consumer engagement in social networks: Why advertising is an antecedent of engagement. Journal of Advertising, 47(1), 4–23.CrossRef
Glaser, T., et al. (2015). Lateral attitude change. Personality and Social Psychology Review, 19(3), 257–276.CrossRef
Hahn, A., & Gawronski, B. (2019). Facing One’s implicit biases: From awareness to acknowledgment. Journal of Personality and Social Psychology, 116(5), 769.CrossRef
Hallgren, K. A. (2012). Computing inter-rater reliability for observational data: An overview and tutorial. Tutorials in quantitative methods for psychology, 8(1), 23.CrossRef
Harnish, R. J., & Bridges, K. R. (2016). Mall haul videos: Self‐presentational motives and the role of self‐monitoring. Psychology & Marketing, 33(2), 113–124.CrossRef
Hearn, A., & Schoenhoff, S. (2016). From celebrity to influencer. A companion to celebrity, 194–212.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96.CrossRef
Hwang, Y., & Jeong, S.-H. (2016). ‘This is a sponsored blog post, but all opinions are my own’: The effects of sponsorship disclosure on responses to sponsored blog posts. Computers in Human Behavior, 62, 528–535.CrossRef
Karaca-Mandic, P., & Train, K. (2003). Standard error correction in two-stage estimation with nested samples. The Econometrics Journal, 6(2), 401–407.CrossRef
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278.CrossRef
Khamis, S., Ang, L., & Welling, R. (2017). Self-Branding,‘Micro-Celebrity’and the Rise of Social Media Influencers. Celebrity studies, 8(2), 191–208.CrossRef
Kim, D. Y., & Kim, H.-Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130, 405–415.CrossRef
Kim, K., Cheong, Y., & Kim, H. (2017). User-generated product reviews on the internet: The drivers and outcomes of the perceived usefulness of product reviews. International Journal of Advertising, 36(2), 227–245.CrossRef
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71–89.CrossRef
Kucharska, W., Confente, I., & Brunetti, F. (2020). The power of personal brand authenticity and identification: Top celebrity players’ contribution to loyalty toward football. Journal of Product & Brand Management.
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of Homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027.CrossRef
Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.CrossRef
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: Key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7–8), 579–607.CrossRef
Mookerjee, S. S., Cornil, Y., & Hoegg, J. A. (2021). From waste to taste: How" ugly" labels can increase purchase of unattractive produce. Journal of Marketing, 85(3).
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Testing the antecedents and outcomes of Brand Management’s passion for its products. Psychology & Marketing, 33(6), 421–436.CrossRef
Moulard, J. G., Rice, D. H., Garrity, C. P., & Mangus, S. M. (2014). Artist authenticity: How artists’ passion and commitment shape consumers’ perceptions and behavioral intentions across genders. Psychology & Marketing, 31(8), 576–590.CrossRef
Munaro, A. C., Hübner Barcelos, R., Francisco Maffezzolli, E. C., Santos Rodrigues, J. P., & Cabrera Paraiso, E. (2021). To engage or not engage? The features of video content on YouTube affecting digital consumer engagement. Journal of consumer behaviour, 20(5), 1336–1352.CrossRef
Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82(4), 729–754.CrossRef
Papies, D., Ebbes, P., Van Heerde, H. J. (2017). Addressing endogeneity in marketing models. In: Leeflang, P., Wieringa, J., Bijmolt, T., Pauwels, K. (eds.), Advanced methods for modeling markets. International Series in Quantitative Marketing. Springer, Cham. https://​doi.​org/​10.​1007/​978-3-319-53469-5_​18.
De Pauw, P., Hudders, L., & Cauberghe, V. (2018). Disclosing brand placement to young children. International Journal of Advertising, 37(4), 508–525.CrossRef
Petrin, A., & Train, K. (2010). A control function approach to endogeneity in consumer choice models. Journal of Marketing Research, 47(1), 3–13.CrossRef
Rutz, O. J., & Watson, G. F. (2019). Endogeneity and marketing strategy research: An overview. Journal of the Academy of Marketing Science, 47(3), 479–498.CrossRef
Schau, J., Hope, & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research, 30(3), 385–404.>CrossRef
Scheinbaum, A. C. (2016). Digital engagement: Opportunities and risks for sponsors: Consumer-viewpoint and practical considerations for marketing via Mobile and digital platforms. Journal of Advertising Research, 56(4), 341–345.CrossRef
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281.CrossRef
Schwarz, N., & Clore, G. L. (1983). Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states. Journal of Personality and Social Psychology, 45(3), 513.CrossRef
Senft, T. (2008). Camgirls: Celebrity and Community in the Age of Social Networks. New York: Peter Lang.
Shi, H., Grewal, R., & Sridhar, H. (2021). Organizational herding in advertising spending disclosures: Evidence and mechanisms. Journal of Marketing Research, 58(3), 515–538.CrossRef
Smith, A. N., & Fischer, E. (2021). Pay attention, please! Person brand building in organized online attention economies. Journal of the Academy of Marketing Science, 49(2), 258–279.CrossRef
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and twitter? Journal of Interactive Marketing, 26(2), 102–113.CrossRef
Sridhar, S., Germann, F., Kang, C., & Grewal, R. (2016). Relating online, regional, and National Advertising to firm value. Journal of Marketing, 80(4), 39–55.CrossRef
Strack, F., & Hannover, B. (1996). Awareness of influence as a precondition for implementing correctional goals. In P. M. Gollwitzer & J. A. Bargh (Eds.), The psychology of action: Linking cognition and motivation to behavior (pp. 579–596). The Guilford Press.
Strauss, A., & Corbin, J. (1990). Basics of qualitative research. Sage publications.
Stubb, C., Nyström, A. G., & Colliander, J. (2019). Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness. Journal of Communication Management, 23(2), 109–122.CrossRef
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58,.
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives Virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1–20.CrossRef
Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology and Marketing, 36(12), 1267–1276.CrossRef
van Reijmersdal, E. A., et al. (2020). Effects of disclosing influencer marketing in videos: An eye tracking study among children in early adolescence. Journal of Interactive Marketing, 49, 94–106.CrossRef
Wang, Q., Miao, F., Tayi, G. K., & Xie, E. (2019). What Makes Online Content Viral? The Contingent Effects of Hub Users versus Non–Hub Users on Social Media Platforms. Journal of the Academy of Marketing Science, 47(6), 1005–1026.CrossRef
Williams, P., Fitzsimons, G. J., & Block, L. G. (2004). When consumers do not recognize ‘benign’ intention questions as persuasion attempts. Journal of Consumer Research, 31(3), 540–550.CrossRef
Woisetschläger, D. M., Backhaus, C., Bettina, T., & Cornwell. (2017). Inferring corporate motives: How Deal characteristics shape sponsorship perceptions. Journal of Marketing, 81(5), 121–141.CrossRef
Wojdynski, B. W., & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157–168.CrossRef
Wojdynski, B. W., Evans, N. J., & Hoy, M. G. (2018). Measuring sponsorship transparency in the age of native advertising. Journal of Consumer Affairs, 52(1), 115–137.CrossRef
Wooldridge, J. M. (2015). Control function methods in applied econometrics. Journal of Human Resources, 50(2), 420–445.CrossRef
Metadaten
Titel
What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies
verfasst von
Li Chen
Yajie Yan
Andrew N. Smith
Publikationsdatum
02.07.2022
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 1/2023
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-022-00887-2

Weitere Artikel der Ausgabe 1/2023

Journal of the Academy of Marketing Science 1/2023 Zur Ausgabe

Original Empirical Research

An extended health belief model for COVID-19: understanding the media-based processes leading to social distancing and panic buying

Original Empirical Research

Consequences of platforms' remuneration models for digital content: initial evidence and a research agenda for streaming services

Conceptual/Theoretical Paper

Emergence in marketing: an institutional and ecosystem framework

Review Paper

The Journal of the Academy of Marketing Science at 50: A historical analysis

Original Empirical Research

Advancing customer diversity, equity, and inclusion: Measurement, stakeholder influence, and the role of marketing

Conceptual/Theoretical Paper

The value of context-specific studies for marketing