Abstract

<p>The study investigates the role of advertising disclosure and persuasion knowledge in travel influencer videos on Instagram. In a 2 (ad disclosure: present vs. absent) x 2 (level of persuasion knowledge: high vs. low) between-subjects factorial experiment, the study explores the role of advertising disclosure on consumers’ awareness of persuasive intent, travel intent and sharing intent. In addition, the moderating role of persuasion knowledge about influencer marketing is investigated. The results indicate that the presence of advertising disclosure in the form of “#sponsored” is effective in informing consumers about the commercial nature of the video, without having a significant effect on behaviour. For marketers and influencers, the study is particularly important as it shows that advertising disclosure is a critical element in informing consumers about the sponsored partnership, without having a detrimental effect travel intent and sharing intent. .Whereas previous studies on advertising disclosure have primarily considered blog posts or images, this study focuses on travel videos on Instagram. As a contribution to literature, the Persuasion Knowledge Model is extended in the context of travel influencer videos on Instagram.</p>

Highlights

  • The study is important as it shows that advertising disclosure is a critical element in informing consumers about the sponsored partnership, without having a detrimental effect travel intent and sharing intent. .Whereas previous studies on advertising disclosure have primarily considered blog posts or images, this study focuses on travel videos on Instagram

  • The present study aims to address the effect of advertising disclosure in travel influencer videos using Instagram on intended behavior and awareness of persuasive intent

  • The persuasion knowledge scale consisted of 6 items (α = .842), the awareness of persuasive intent scale consisted of 3 items (α =.862), the visit intent scale consisted of 2 items (α = .817) and the sharing intent scale consisted of 3 items (α =.907)

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Summary

Introduction

Marketers can use web applications such as social networking sites and microblogs to connect with consumers through personalized messages. Consumers are bombarded with thousands of marketing messages on a daily basis. In this cluttered digital advertising space, it is increasingly difficult for tourism messages to stand out. Recent developments in social media platform algorithms may pose a challenge for marketers. Marketers must bring forward new creative strategies to reach their audience with organic content. This includes content that is created and distributed without the use of paid social media advertisements

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