A1 Journal article (refereed)
Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness (2022)


Sundermann, G., & Munnukka, J. (2022). Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness. Journal of Interactive Marketing, 57(2), 237-254. https://doi.org/10.1177/10949968221087256


JYU authors or editors


Publication details

All authors or editors: Sundermann, Gerrit; Munnukka, Juha

Journal or series: Journal of Interactive Marketing

ISSN: 1094-9968

eISSN: 1520-6653

Publication year: 2022

Publication date: 26/04/2022

Volume: 57

Issue number: 2

Pages range: 237-254

Publisher: SAGE Publications

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1177/10949968221087256

Publication open access: Not open

Publication channel open access:


Abstract

Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the parasocial relationship. Findings from a partial least squares structural equation modeling procedure indicate that advertising recognition results in overall negative consumer responses to SMI brand endorsements. The results also indicate parallel mediating effects of source credibility and attitude toward endorsements as well as moderating effects of the parasocial relationship and consumer skepticism toward influencer marketing. The study sheds light on the influence process of SMI brand endorsements and the boundary conditions under which consumer responses to advertising recognition are moderated.


Keywords: marketing; influencer marketing; advertising; social media; credibility; consumer behaviour; attitudes

Free keywords: influencer marketing; social media influencer; advertising recognition; parasocial relationship; source credibility; attitude toward advertising; skepticism


Contributing organizations


Ministry reporting: Yes

Preliminary JUFO rating: 1


Last updated on 2022-15-06 at 15:09