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

• Published in: Journal 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
• Language: English
• 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

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’...