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Paper Type
ERF
Abstract
Influencer marketing is a new type of marketing, in which companies pay individuals with extensive social network for endorsing their products. So far, there is a lack of studies that take into account the joint effects of multiple factors of influencer marketing on consumer behavior, and none of the related studies considers an experimental setting. In this research-in-progress paper, we aim to close this gap. More specifically, we focus on investigating the impact of influencer type and advertisement disclosure on perceived credibility and trustworthiness of the influencer, and consumers’ purchase intention. We develop hypotheses on their individual and collective impact on the task performance, based on previous research, dual-process theory, and affect heuristic. We plan to carry out a laboratory experiment to test our hypotheses.
Recommended Citation
Djurica, Djordje and Mendling, Jan, "Impact of Influencer Type and Advertisement Disclosure on Perceived Trust, Credibility and Purchase Intention" (2020). AMCIS 2020 Proceedings. 15.
https://aisel.aisnet.org/amcis2020/social_computing/social_computing/15
Impact of Influencer Type and Advertisement Disclosure on Perceived Trust, Credibility and Purchase Intention
Influencer marketing is a new type of marketing, in which companies pay individuals with extensive social network for endorsing their products. So far, there is a lack of studies that take into account the joint effects of multiple factors of influencer marketing on consumer behavior, and none of the related studies considers an experimental setting. In this research-in-progress paper, we aim to close this gap. More specifically, we focus on investigating the impact of influencer type and advertisement disclosure on perceived credibility and trustworthiness of the influencer, and consumers’ purchase intention. We develop hypotheses on their individual and collective impact on the task performance, based on previous research, dual-process theory, and affect heuristic. We plan to carry out a laboratory experiment to test our hypotheses.
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