Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement
Source of Publication
Public Relations Review
© 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.
Advertising recognition, Disclosure, Influencer marketing, Influencer-follower relationships, Native advertising, Online public relations, Openness, Organization-public relationships, Paid endorsement, Relationships, Social media influencers, Transparency
Dhanesh, Ganga S. and Duthler, Gaelle, "Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement" (2019). All Works. 2919.
Indexed in Scopus