Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude Toward Discount Code Use

• Published in: Asia Marketing Journal (Online) Vol. 25; no. 1; pp. 26 - 36
• Main Authors: Lee, Mira, Park, Taehee
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.01.2023; Korean Marketing Association
• Subjects: disclosureeffect; inuencerdiscountcodes; inuencermarketing; perceivedsincerity; Influencer discount codes; Perceived sincerity; Disclosure effect; Influencer marketing

The purpose of this study is to examine the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In the first study, consumers participated in a two-cell (commission disclosure: absent v...