Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness. Issue 2 (7th May 2019)

• Record Type: Journal Article
• Authors: Stubb, Carolina; Nyström, Anna-Greta; Colliander, Jonas
• Is Part Of: Journal of communication management. Volume 23:Issue 2(2019)
• Page Start: 109
• Page End: 122
• Publication Date: 2019-05-07
• Subjects: Branding -- Social media -- Advertising -- Marketing communications -- Persusasion -- Media strategy; Communication in management -- Periodicals; Communication in marketing -- Periodicals; Business communication -- Periodicals; 658.45
• DOI: 10.1108/JCOM-11-2018-0119
• Languages: English
• ISSNs: 1363-254X

Abstract

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.