Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness

Carolina Stubb, Anna-Greta Nyström, Jonas Colliander

    Research output: Contribution to journalArticleScientificpeer-review

    82 Citations (Scopus)
    156 Downloads (Pure)

    Abstract

    Purpose

    The purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.

    Design/methodology/approach

    An experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers’ responses to a product-review video by a YouTube influencer.

    Findings

    The paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure.

    Research limitations/implications

    The hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms.

    Practical implications

    This empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers.

    Originality/value

    The study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure.

    Original languageEnglish
    Pages (from-to)109–122
    JournalJournal of Communication Management
    Volume23
    Issue number2
    DOIs
    Publication statusPublished - 2019
    MoE publication typeA1 Journal article-refereed

    Keywords

    • media
    • Branding
    • persuasion
    • Social media
    • advertising

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