Parasocial Interaction Message Elements and Disclosure Timing in Nano- and Microinfluencers’ Sponsored Content As Alternative Explanations for Follower Count’s Influence on Engagement

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.