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

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’...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 51; no. 1; pp. 198 - 221
Main Authors Chen, Li, Yan, Yajie, Smith, Andrew N.
Format Journal Article
LanguageEnglish
Published New York Springer US 2023
Springer
Springer Nature B.V
Subjects
Analysis
Authenticity
Brand identity
Business
Business and Management
Content provider
Corporate sponsorship
Digital marketing
Digital video
Endorsements
Influencer marketing
Internet videos
Marketing
Original Empirical Research
Purchase intention
Social Sciences
Strategic planning (Business)
Video production
United States
Authenticity
Native advertising
Digital engagement
Sponsored videos
Vlogs
Sponsored content
Influencer marketing
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Summary: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.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-022-00887-2