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The influence of disclosed sponsored versus non-disclosded Instagram posts on e-loyalty towards the influencer and brand: The interaction effect of brand credibility.

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Academic year: 2021

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(1)

The influence of disclosed sponsored

versus non-disclosded Instagram

posts on e-loyalty towards the

influencer and brand: The interaction

effect of brand credibility.

(2)

Goal

of

the

research

This research aims to examine the extent to which

a disclosed versus non-disclosed sponsored

(3)

Introduction

–

Social media is becoming more prominent within

the marketing field

(Sokolova & Kefi, forthcoming).

–

Instagram has grown with 20% over the last year

(Oosterveer, 2019).

–

There must be a logical link between the influencer

and the brand

(Uzunoğlu & Kip, 2014).

–

When a brand uses influencer marketing, it will

(4)

Introduction

–

Brand credibility is not only important because it

has a direct effect on e-loyalty

(e.g., Sweeney & Swait, 2008; Alam, Arshad & Shabbir, 2012; Ghorban & Tahernejad, 2012).

–

The more transparent a brand is, the higher the

brand credibility will be perceived by its

consumers

(Kang & Hustvedt, 2013).

–

If there is congruency between the different

(5)

Conceptual model

DV’s: E-loyalty towards the influencer/brand

– the intention, behavior, and attitude the

consumer has towards a brand and towards the influencer (Alfonzan, de Groot, Shields & Meeren,

forthcoming).

IV: Sponsored Instagram post disclosed versus non-disclosed

– with disclosure, the sponsorship becomes

transparent (De Veirman & Hudders, 2019).

Moderator: Brand credibility high versus low

– the more transparent a brand is, the higher the

(6)

Method

2 (sponsorship: disclosed vs. non-disclosed) x 2 (brand

credibility: high vs. low) between-subject experimental design

Questionnaire via Qualtrics

N=187

Two pretests

(7)

Pretests

– Pretest 1 | Aimed to choose an appropriate brand – Low involvement products

– Existing brands

– Dutch and international brands – Well known brand by population

– Pretest 2 | Aimed to choose an appropriate influencer – Photos of both men and women

– Existing photos

– “I know the person in the photo” – Realistic influencer

(8)
(9)

Results | H1a & H1b

H1a: A disclosed sponsored Instagram post will lead to more e-loyalty towards the influencer than a non-disclosed

sponsored Instagram post. = Not supported

H1b: A disclosed sponsored Instagram post will lead to more e-loyalty towards the brand than a non-disclosed sponsored Instagram post. = Not supported

– Disclosures are just a small part of transparency

– People either way think it is sponsored due to brand name – Unsuccessful manipulation of sponsorship disclosure

– Contribution: Sponsorship disclosure has no effect on the e-loyalty towards the influencer and brand.

2,64 2,19 2,6 2,09 0 0,5 1 1,5 2 2,5 3

(10)

Results | H2

H2: A high brand credibility will lead to more e-loyalty

towards the influencer when including a disclosed rather than a non-disclosed sponsored Instagram post (Hypo 2a), and low brand credibility will lead to less e-loyalty towards the influencer when including non-disclosed rather than a disclosed sponsored Instagram post (Hypo 2b). = Not supported

– Not enough transparency to mitigate feelings of persuasion – Unsuccessful manipulation of sponsorship disclosure

– Contribution: Brand credibility (high vs. low) does not have

a moderating effect on sponsorship disclosure à e-loyalty towards the influencer

2,35 2,2 1,97 1,96 0 0,5 1 1,5 2 2,5 3

Disclosed sponsorshp Non-disclosed sponsorship

E -loy alty towa rd s the in flu en ce r

(11)

Results | H3

H3: A high brand credibility will lead to more e-loyalty

towards the brand when including a disclosed rather than a non-disclosed sponsored Instagram post (Hypo 3a), and low brand credibility will lead to less e-loyalty towards the brand when including non-disclosed rather than a disclosed

sponsored Instagram post (Hypo 3b). = Not supported

– Not enough transparency to mitigate feelings of persuasion – Unsuccessful manipulation of sponsorship disclosure

– Contribution: Brand credibility (high vs. low) does not have

a moderating effect on sponsorship disclosure e-loyalty towards the influencer

2,85 2,74 2,35 2,45 0 0,5 1 1,5 2 2,5 3

Disclosed sponsorshp Non-disclosed sponsorship

E -lo ya lt y to w ar d t h e b ra n d

(12)

Results | Further Analysis

A Instagram post featuring a high credible brand will lead to more e-loyalty towards the influencer and brand than a low credible brand.

– Direct effect between brand credibility and loyalty highly investigated and established (e.g., Sweeney & Swait, 2008; Alam, Arshad & Shabbir, 2012; Ghorban & Tahernejad, 2012).

– Contribution: the effect of brand credibility is stronger towards the e-loyalty towards the brand than the e-loyalty towards the influencer.

2,28 2,8 1,96 2,4 0 0,5 1 1,5 2 2,5 3

(13)

Limitations

Unsuccessful manipulation of sponsorship disclosure

Length of the main questionnaire

Future Research

Does disclosure increase feelings of persuasion?

(14)

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