“Let Me Influence You, I’m an Influencer" – Behavioural analysis of effects of persuasion disclosure and number of followers on purchase intention and decision
Journal
AMA Winter Academic Conference Proceedings
Type
conference paper
Date Issued
2023
Author(s)
Florian Gasser
Abstract
A 2x3 between-subject experimental design was conducted based on the current state of the art of social media influencing, revealing that advertisement recognition and purchase intention have an inverse full serial mediation effect between sponsorship disclosure and purchase decision in a leisure context. These findings reveal numerous research gaps, serve as a reference point for future research efforts, and help marketers shape impactful social media influencer (SMI) marketing campaigns that support future sales and marketing practices and shape inno vative business models in the sphere of SMI utilization. For the leisure context, this approach was one of the first attempts in the still relatively young SMI research field to successfully prove the effects of influencer categorizations and sponsorship disclosure beyond classic oper ationalizations like brand attitude and purchase intention.
Language
English
Keywords
persuasion
digital marketing
sponsorship disclo sure
purchase decision
advertisement recognition
Social Media Influence
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
AMA Winter Academic Conference Proceedings
Volume
34
Start page
815
End page
818
Event Title
AMA Winter Academic Conference Proceedings
Event Location
Nashville
Event Date
12.02.2023
Subject(s)
Contact Email Address
florian.gasser@unisg.ch