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How Perceived Interactivity between Instagram Micro-Influencers and Their Followers Impacts the Effects of Sponsorship Disclosure: Mediating Role of Perceived Authenticity and Identification

Abstract

With the growing popularity of Instagram influencer marketing, this study was conducted to examine the impact of interaction between micro-influencers and their followers on the effects of sponsorship disclosure in the influencers' Instagram post. Findings of the study showed that perceived interactivity between micro-influencers and their followers moderated the effects of sponsorship disclosure effect through perception of authenticity of and identification. The current study provides meaningful marketing implications into how to offset the effects of sponsorship disclosure in Instagram influencer marketing by revealing the role of perceived interactivity between micro-influencers and their followers.

keywords
Micro-influencers, Sponsorship disclosure, Instagram, Interactivity, Influencer marketing
Submission Date
2020-10-13
Revised Date
2020-11-16
Accepted Date
2020-11-16

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