Ad Transparency in Influencer Marketing: A Curse or a Blessing?

摘要

Influencer marketing has become more important in marketing communication as an effective way to reach the appropriate target group. With influencer marketing, many companies make use of famous people and locals to promote their products on the Internet. Using their own channels, influencers often give the impression that they have a personal rather than a professional relationship with the products or services they promote. Therefore, when influencers make branded posts, consumers experience difficulties in making accurate distinctions whether the influencer makes a personal recommendation or a promotion. However, such a distinction is crucial because recommendations by consumers are perceived as a trustworthy source of information and valued stronger than company communication. To protect consumers, in 2017, the Federal Trade Commission released guidelines for influencers to disclose relationships in online media endorsements more clearly. Furthermore, even though companies are spending a large amount of money to promote their products through famous mega influencers, there is still uncertainty whether mega influencers or micro influencers are more effective. Against this background, we are interested in the following question: How does the material relationship disclosure in branded posts of micro versus mega influencers affect consumers' brand responses and why?