How, why, and when disclosure type matters for influencer marketing

Karagür, Zeynep; Becker, Jan-Michael; Klein, Kristina; Edeling, Alexander

doi:10.1016/j.ijresmar.2021.09.006

Cited by 74 publications

(78 citation statements)

References 43 publications

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“…television) advertising media, influencer marketing employs human brands as message creators for the corporate brand on the influencer's own social media pages (e.g. blog posts, Twitter posts; Karaguer et al , 2021; Knoll and Matthes, 2017).…”

Section: Introductionmentioning

confidence: 99%

The invisible leash: when human brands hijack corporate brands' consumer relationships

Giertz

Hollebeek

Weiger

et al. 2022

JOSM

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PurposeCorporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands.Design/methodology/approachTo explore these issues, this conceptual paper reviews and integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships.FindingsThough consumers' favorable human brand associations can be used to improve corporate brand outcomes, they rely on consumers' relationship with the endorsing human brand. Given the dependency of these brands, human brand-based marketing bears the risk that the human brand (vs the firm) “owns” the consumer's corporate brand relationship, which the authors coin relationship hijacking. This phenomenon can severely impair consumers' engagement and relationship with the corporate brand.Originality/valueThis paper sheds light on the role of human brands in strategic brand management. Though prior research has highlighted the positive outcomes accruing to the use of human brands, the authors identify its potential dark sides, thus exposing pivotal insight.

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Section: Introductionmentioning

confidence: 99%

The invisible leash: when human brands hijack corporate brands' consumer relationships

Giertz

Hollebeek

Weiger

et al. 2022

JOSM

View full text Add to dashboard Cite

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“…For content creators, consumer engagement depicts the most critical performance indicator: the reach they generate through engaging their followers is directly linked to their non-monetary and monetary success (Karaguer et al, 2021). Similarly, for brands, consumer engagement entails a pivotal antecedent of brand loyalty and purchases (Manchanda et al, 2015;Pansari and Kumar, 2017).…”

Section: List Of Figuresmentioning

confidence: 99%

“…Research on influencer marketing identified, among others, content characteristics (Hughes et al, 2019), blogger characteristics (Balabanis and Chatzopoulou, 2019), and sponsorship disclosures (Karaguer et al, 2021), which impact consumer engagement with the sponsored content and other beneficial brand outcomes. However, empirical findings typically highlighted influencer marketing's positive effects, disregarding potentially harmful effects on the endorsed brand (e.g., de Jans et al, 2020;Ki and Kim, 2019;Lou and Yuan, 2019).…”

Section: List Of Figuresmentioning

confidence: 99%

“…Extant influencer marketing studies reveal interesting findings regarding such issues as its content characteristics (Hughes et al, 2019), two-sided messaging (Uribe et al, 2016), blogger characteristics (Balabanis and Chatzopoulou, 2019;Lou and Yuan, 2019), influencer/product congruence (Belanche et al, 2021), and sponsorship transparency (Evans et al, 2018;Karaguer et al, 2021) and their effects on post and platform engagement, influencer source credibility, word-of-mouth behavior, attitude toward the brand, and purchase intentions.…”

Section: Consequences Of Emerging Social Media: Engaging With Brandsmentioning

confidence: 99%

“…Often, researchers and marketers determine the success of an influencer campaign based on the generated consumer engagement (e.g., impressions, likes, comments) with the sponsored content (Hughes et al, 2019;Valsesia et al, 2020). Notably, the influencer acts as a brand message sender based on the brand-related information contained in their created content (Karaguer et al, 2021). Unless a consumer's interaction is clearly directed at the influencer or brand, it is not certain with whom the consumer engages (i.e., the influencer or the brand).…”

Section: Consequences Of Emerging Social Media: Engaging With Brandsmentioning

confidence: 99%

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My Friend, the Content Creator: Consequences of Parasocial Relationships for Engagement in Emerging Social Media

Giertz¹

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this study, as the moderating variable was operationalized as the degree to which viewers perceived a streamer's communication style to be more utilitarian than hedonic.Panel A of Figure 6 reveals that a spotlight test would yield a significant negative effect (p < .05) of content-focused communication on viewing when utilitarian-superior style is above approximately −0.85. For values below that point, the confidence band contains zero and thus content-focused communication has no impact on viewing. Accordingly, combined with a pronounced utilitarian style and even with a slightly pronounced hedonic style, content-focused communication undermines viewing.The effect of community-focused communication on donating, as according to the level of utilitarian-superior style, is depicted in Panel B of Figure 6. It shows that the negative impact of community-focused communication turns significant for values above approximately 0.10. This represents an actionable finding for streamers, as combining community-focused communication with a utilitarian style mitigates donating when utilitarian begins to outweigh hedonic style. This finding strengthens the decision to reject H5b, which predicted that a utilitarian-superior style would mitigate the negative effect of community-focused communication on donating.Finally, Panel C of Figure 6 reveals that a spotlight test would yield a p value greater than .05 for the positive effect of content-focused communication on donating for values of utilitarian-superior style above approximately −0.50. In other words, a streamer's communication style does not have to be entirely utilitarian for content-focused communication to demonstrate a positive effect on donating. In fact, a streamer's communications can be slightly hedonically superior and still be able to boost monetary outcomes.

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Emojis as heuristic cues: The multifaceted role of emojis in online service interactions

Shuqair,

Pinto,

Herter

et al. 2024

J of Consumer Behaviour

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Recent technological advances have allowed businesses to adopt emojis when interacting with consumers. To gain in‐depth theoretical and managerial insight into this trend, five pre‐registered studies (1 field observation and four controlled experiments) indicate that emojis in digital communication work as heuristic cues that might have a differential effect depending on elaboration likelihood and outcome valence. Drawing on the Heuristic Information Processing and elaboration likelihood model, this research reveals that emojis can systematically influence consumers' elaboration. Findings indicate that low elaboration in positive encounters results in a positive heuristic cue boost (emojis improve customer evaluation). In turn, high elaboration on negative service outcomes makes the heuristic content relevant, such that positive (vs. negative) emojis will bring attention to and reinforce the interaction's positive (vs. negative) aspects. This research contributes to emerging studies on the role of emojis in digital communication.

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How, why, and when disclosure type matters for influencer marketing

Cited by 74 publications

References 43 publications

The invisible leash: when human brands hijack corporate brands' consumer relationships

The invisible leash: when human brands hijack corporate brands' consumer relationships

My Friend, the Content Creator: Consequences of Parasocial Relationships for Engagement in Emerging Social Media

Emojis as heuristic cues: The multifaceted role of emojis in online service interactions

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