To share or not to share: When is influencer self‐disclosure perceived as appropriate?
Fernanda Polli Leite,
Nicolas Pontes,
Felix Septianto
Abstract:Influencers' personal stories on social media can shape consumer behavior. Yet little is known about how intimacy, valence, and topic of self‐disclosure affect perceptions of credibility. In two studies, results reveal that intimate (vs. non‐intimate) self‐disclosure reduces perceived message appropriateness and influencer credibility, while positive (vs. negative) self‐disclosure enhances it. Furthermore, the effect of positive intimate self‐disclosure on appropriateness is stronger for topics related to ment… Show more
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