Abstract
Micro- and nanoinfluencers are typically segmented based on number of followers, yet follower count cannot adequately explain the different persuasion outcomes between micro- and nanoinfluencers. Based on the persuasion knowledge model (PKM), a content analysis and two experiments were conducted to examine (1) the relationship between parasocial attributes, influencer type, and engagement rates and (2) whether influencer type and parasocial attributes moderate the impact of sponsorship disclosure placement on perceived authenticity and purchase intentions. Results suggested that instead of follower count, the inclusion of parasocial attributes in influencer videos was the main driving factor of perceived authenticity. Sponsorship disclosure placed at the ends of videos increased perceived authenticity more than disclosure placed at the beginning of the video, but it did not affect purchase intentions; this effect was observed only for the nanoinfluencer’s video. Parasocial attributes reduced persuasion knowledge activation and thus minimized the effect of disclosure placement on perceived authenticity.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.