说服
广告
社会化媒体
影响力营销
怀疑论
心理学
业务
社会心理学
营销
政治学
关系营销
认识论
哲学
市场营销管理
法学
作者
Nathaniel J. Evans,Delia Cristina Balaban,Brigitte Naderer,Meda Mucundorfeanu
出处
期刊:Journal of Advertising Research
[World Advertising Research Center]
日期:2022-10-20
卷期号:: 2022-023
被引量:2
摘要
Despite substantial research on disclosure-related effects in social media influencer advertising, less is known about the impact of varied exposure levels on social media influencer advertising outcomes over time. Through a mixed-factorial online experiment, the authors of this study explore how evaluative persuasion knowledge expressed through skepticism mediates the effects of disclosures and exposure level on brand attitude and purchase intention measured at an initial data collection point and a second one 20 days later. Of specific interest to managers using social media influencer advertising, this article finds that multiple exposures to promotional social media influencer content has negative short-term effects for the brand that appear to dissipate over time.
科研通智能强力驱动
Strongly Powered by AbleSci AI