影响力营销
自我表露
赔偿
背景(考古学)
广告
社会化媒体
心理学
口头传述的
业务
社会心理学
营销
计算机科学
关系营销
政治学
万维网
生物
古生物学
市场营销管理
法学
作者
Sara AlRabiah,Ben Marder,David Marshall,Robert J. Angell
标识
DOI:10.1016/j.jbusres.2022.07.029
摘要
Social media influencers (SMIs) offer a unique form of electronic word-of-mouth (eWOM), disclosing personal information (e.g., daily routines, major life events) as part of their pitch when promoting products. To date, no research has explored if, and how, social self-disclosure impacts the way recipients respond to promotions and the influencer themselves. Through four studies deploying a mixed method design (total N = 888), we redress this knowledge gap. We find that increased depth and breadth in social self-disclosure is viewed as inappropriate, reducing trust and purchase intent. We further validate appropriateness as the critical mediator in understanding the impact of self-disclosure within this marketing context. We also establish that the context of the post (sponsored vs non-sponsored) and the audiences’ social media usage intensity together act as a boundary condition to the effects of high self-disclosure by SMI’s.
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