How do followers infer the motives behind an influencer's advertising disclosures?

• Published in: Asia Pacific journal of marketing and logistics Vol. 33; no. 5; pp. 1159 - 1174
• Main Authors: Han, Haejoo, Yi, Jisu, Jun, Sunghee, Ahn, Sungsook
• Format: Journal Article
• Language: English
• Published: Patrington Emerald Publishing Limited 20.04.2021; Emerald Group Publishing Limited
• Subjects: Advertising; Consumer behavior; Consumers; Disclosure; Influencer marketing; Knowledge; Power; Product reviews; Purchase intention; Social networks; Inference regarding persuasion motives; Number of followers; Advertising disclosures; Influencer marketing

PurposeIn the context of influencer marketing, this study examines the effects of explicit advertising disclosure on consumers' inference regarding influencers' sincere recommendation intent, and its consequences for consumers' purchase intentions.Design/methodology/approachIn Study 1...