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:
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84127
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
Reporting Year: 2022
JUFO rating: 1
