影响力营销
说服
心理学
情感(语言学)
社会化媒体
认知
社会心理学
广告
业务
营销
政治学
关系营销
市场营销管理
沟通
神经科学
法学
作者
Ganga S. Dhanesh,Gaelle Duthler
标识
DOI:10.1016/j.pubrev.2019.03.002
摘要
This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.
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