Title

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

Author First name, Last name, Institution

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

Document Type

Article

Source of Publication

Public Relations Review

Publication Date

9-1-2019

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.

ISSN

0363-8111

Publisher

Elsevier Ltd

Volume

45

Issue

3

First Page

101765

Disciplines

Computer Sciences

Keywords

Advertising recognition, Disclosure, Influencer marketing, Influencer-follower relationships, Native advertising, Online public relations, Openness, Organization-public relationships, Paid endorsement, Relationships, Social media influencers, Transparency

Scopus ID

85063515441

Indexed in Scopus

yes

Open Access

no

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