Title

Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

Source of Publication

Public Relations Review

Abstract

© 2019 Elsevier Inc. 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.

Document Type

Article

Publication Date

9-1-2019

DOI

10.1016/j.pubrev.2019.03.002

Author First name, Last name, Institution

Ganga S. Dhanesh, Zayed University
Gaelle Duthler, Zayed University

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