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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| Published in | Journal of the Academy of Marketing Science Vol. 51; no. 1; pp. 198 - 221 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
New York
Springer US
2023
Springer Springer Nature B.V |
| Subjects | |
| Online Access | Get full text |
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| 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. |
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| AbstractList | 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. |
| Audience | Academic |
| Author | Smith, Andrew N. Yan, Yajie Chen, Li |
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| Keywords | Authenticity Native advertising Digital engagement Sponsored videos Vlogs Sponsored content Influencer marketing |
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| SubjectTerms | 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 |
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| Title | What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies |
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