INFLUENCER MARKETING

Social media offers new opportunities for companies.

Influencer marketing is an effective strategy to reach

potential customers through social media (Wong, 2014).

It is crucial that marketers make the right choices

concerning their sponsored Instagram posts to achieve

high advertising effectiveness.

Prior research showed that the use of disclosure labels,

brand presence and type of influencer are linked to

influencer marketing and can affect the advertising

effectiveness.

INTRO

I N S T A G R A M

One of the most popular social media apps to reach many customers in their pre-purchase stage (Smith & Anderson,

2018).

A relatively cheap and easy tool to build a relationship with customers due to its high engagement rate with the displayed

content (Kreutzer & Hintz, 2010). Research related to Instagram is limited,

R

E

L

E

V

A

N

C

E

A C A D E M I C

M A N A G E R I A L

Limited empirical evidence for the effects of disclosure labels,

brand presence and type of influencer on advertising effectiveness on Instagram (Djafarova & Rushworth, 2016;

Krouwer et al., 2017)

Prior research only measured the separate main effects and did not take interactions into

account.

Since Instagram is a rapidly growing social media channel and

influencer marketing is gaining popularity (Wong, 2014), the outcomes of this study are relevant

for marketers and brands.

The results offers insights for marketers and brands on effective

advertising on Instagram and provide information to set up guidelines regarding influencer

#Sponsored - #PaidAd - #Advertising

The use of disclosure labels can negatively affect advertising effectiveness (Evans, et al. 2017).

D I S C L O S U R E

L A B E L S

ESSENTIAL CHOICES

Traditional celebrities are not as influential as they once were (Wiley, 2014). Non-traditional celebrities have a greater influence on

consumers as they are perceived as more credible (Djafarova & Rushworth (2017).

T Y P E O F

I N F L U E N C E R

consumers persuasion knowledge can be activated. High brand presence in native advertisements will lead to negative evaluations of the brand (Krouwer, et al., 2017).

B R A N D

P R E S E N C E

interaction effects of disclosure characteristics, type of celebrity and brand presence on mobile

RESEARCH

DESIGN

S C A L E S A N D M A N I P U L A T I O N S

Literature research, matching constructs with validated scales, creating manipulation material, pre-testing D A T A G A T H E R I N G A S S U M P T I O N S T H R E E W A Y M A N O V A

RESEARCH METHOD

Dutch females with the age of 18-30 years and active on

Instagram

To test if data is correct for factorial

MANOVA

Test the main and interaction effects of the

three independent variables on the combined dependent

variables

Bonferroni correction. Which level of the independent variables is

significant for the main or interaction effect (Stevens, 2009). P O S T H O C A N A L Y S E S R E L I A B I L I T Y A N D M A N I P U L A T I O N C H E C K

To ensure that they are perceived as

RESULTS

Significant for type of influencer, disclosure and the interaction of type of influencer & disclosure and the interaction of disclosure and brand presence

M U L T I V A R I A T E E F F E C T S

M A I N E F F E C T S

I N T E R A C T I O N E F F E C T S

Type of influencer: All three

Traditional à Brand attitude & Purchase intention Non-traditional à e-WOM

Disclosure à Brand attitude

U N I V A R I A T E E F F E C T S

P O S T H O C : C O M P A R I N G M E A N S

T I X D I

CONCLUSION

The hypotheses H2, H5 and H7 were rejected, since no significant effects were found

The presence of

disclosure labels will

negatively impact

advertising effectiveness

on Instagram

Traditional celebrities positively

impact brand attitude and

purchase intention

Non-traditional celebrities

positively impact intention to

spread e-WOM

Persuasion knowledge is activated (Evans et al.,

2017)

Traditional à attractive Non traditional à credible

Credibility of endorser is important for e-WOM (Erkan

& Evans, 2016)

There is an interaction

effect on intention to

spread e-WOM

Non-traditional without

disclosure has greatest

positive effect

There is an interaction

effect on brand attitude

Low brand presence with

disclosure has greatest

positive effect

There is a need for

MANAGERIAL

IMPLICATIONS

Invest in non-traditional celebrities

More credible and outshine negative effects of

disclosure

Invest in traditional celebrities, stimulate copy

behaviour

T H E U S E O F D I S C L O S U R E L A B E L S

LIMITATIONS

&

FUTURE

RESEARCH

A fake brand was used (Davis, Golicic & Marquadt, 2008).

Start-ups or unfamiliar brands

Future à look at the influence of brand familiarity

The likes were included, but could have influenced the perception of the

consumer about the endorser (De Veirman, 2017)

Future à examine if number of likes does impact perception & behaviour

Source credibility is an essential indicator for consumer behaviour

(Spry et al., 2011)

Future à investigate more in the credibility of the traditional and

non-traditional celebrities on Instagram