“This Post is Sponsored” : How Does Sponsorship Disclosure Affect Consumer Engagement with Social Media Influencers?
Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | ICIS 2020 Proceedings |
| Subtitle of host publication | Making Digital Inclusive: Blending the Local and the Global |
| Publisher | Association for Information Systems |
| ISBN (Electronic) | 9781733632553 |
| Publication status | Published - Dec 2020 |
Publication series
| Name | International Conference on Information Systems, ICIS |
|---|
Conference
| Title | 41st International Conference on Information Systems (ICIS 2020) |
|---|---|
| Location | Virtual |
| Place | India |
| Period | 13 - 16 December 2020 |
Link(s)
| Document Link | Links
|
|---|---|
| Link to Scopus | https://www.scopus.com/record/display.uri?eid=2-s2.0-85103450586&origin=recordpage |
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(25080739-eb0e-4c95-b869-06eac898219f).html |
Abstract
Consumer engagement with SMIs in social media is critical for the viability and success of social media platforms, the popularity of SMIs, and the return of brands' investment. Despite the importance of consumer engagement with SMIs in social media, little is known about the role of an emerging design feature-Sponsorship Disclosure (SD). This study aims to examine how the presence of sponsorship disclosure affects consumer engagement with the SMIs' posts (including like, comment, and share). Using a panel dataset from a large social media platform in China, we used the approaches of PSM and DID to validate our assumptions. The results reveal that after the first presence of sponsorship disclosure in an SMI's post, consumers' engagement with the SMIs' posts significantly decreases. Additionally, “comment” and “share” of the SMIs' posts decrease less than “like”. Our findings provide both theoretical and practical implications for influencer marketing and social media platforms operate.
Research Area(s)
- Consumer engagement, Social media influencer, Sponsorship disclosure
Bibliographic Note
Full text of this publication does not contain sufficient affiliation information. The Research Unit(s) information for this record is based on the then academic department affiliation of the author(s).
Citation Format(s)
“This Post is Sponsored” : How Does Sponsorship Disclosure Affect Consumer Engagement with Social Media Influencers? / Zhang, Qiang; Wang, Panpan; Zhao, J. Leon.
ICIS 2020 Proceedings: Making Digital Inclusive: Blending the Local and the Global. Association for Information Systems, 2020. 2107 (International Conference on Information Systems, ICIS ).Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN) › peer-review
