바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

메뉴

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

Reference

1.

강지현, 박성희, 이충훈 (2020). 커피전문점 인스타그램의 상호작용성과 사회적 실재감이 지속적 이용의도에 미치는 영향: 긍정적 감정을 매개효과로. 호텔경영학연구, 29(3), 121-137.

2.

김민정, 신수연 (2013) 지각된 상호작용성이 모바일 패션 쇼핑몰 구매의도에 미치는 영향. 복식문화연구, 21(6), 891-906

3.

김상희 (2016). 판매원의 진정성이 고객 마음의 빗장을 열 수 있는가?: 판매상황에서 판매원의 진정성과 고객의 심리적 저항감의 관계. 소비자학연구, 27(5), 245-275

4.

김우빈, 추호정 (2019). SNS 패션 인플루언서 진정성이 팔로워 행동의도에 미치는 영향-팬쉽의 매개효과를 중심으로. 한국의류학회지, 43(1), 17-32.

5.

김은재, 황상재 (2019). 인플루언서 마케팅에서 정보원 유형과 경제적 대가 표시에 따른 광고 효과 연구: 유튜브 (YouTube) 플랫폼을 중심으로. 한국디지털콘텐츠학회 논문지, 20(2), 297-306.

6.

김정현 (2005). 설득 지식 모델의 시각에서 본 공익 캠페인의 효과에 관한 연구. 광고연구, 9-32.

7.

김희영, 하지수 (2019). 패션 마이크로 인플루언서의 공간에 따른 서사적 정체성의 표현-인스타그램 활동을 중심으로. 한국패션디자인학회지, 19(3), 149-166.

8.

나윤규, 서현석 (2009) 인터넷 쇼핑몰 유형에 따른 지각된 상호작용성, 신뢰, Flow가 패션상품 구매의도에 미치는 영향. 한국의류산업학회지, 11(5), 720-731

9.

박다영, 유태순 (2017). 헤어샵 관련 인스타그램의 상호작용성, 정보성, 신뢰성, 호의적 소비자태도, 이용의도 간의 구조적 관계. 한국디자인포럼, 57, 41-52.

10.

심재한 (2019). 인플루언서 마케팅에 대한 표시광고법의 적용. 유통법연구, 6(2), 233- 259.

11.

양수진, 김경란 (2017). SNS의 다면적 상호작용성과 보안이 충성도에 미치는 영향. 예술인문사회융합멀티미디어논문지, 7, 225-232.

12.

유철우, 최영찬 (2009). 인터넷 쇼핑몰에서 충성도와 동일시, 지각된 즐거움, 신뢰, 상호작용의 구조적 관계에 관한 연구. e-비즈니스연구, 10(3), 3-24

13.

유혜정, 황선진 (2020). SNS 뷰티 인플루언서의 평가속성과 화장품 추구혜택이 구전의도에 미치는 영향-자기효능감에 따른 조절효과를 중심으로. 복식, 70(3), 76-91.

14.

이맹탁, 이준영, 심성욱 (2020). 유튜브(YouTube) 뷰티 인플루언서 속성이 콘텐츠 태도, 제품 태도, 구전의도, 구매의도에 미치는 영향 연구. 광고학연구, 31(5), 117-142.

15.

이선주 (2018). 인플루언서 마케팅과 SNS커머스의 성장 (보고서 번호: 18-79). KB금융지주 경영연구소.

16.

이용기, 이정란, 유동근 (2005). 인터넷사이트에서 e-브랜드의 상호작용성, 일체감, 관계품질과 충성도에 관한 구조적 관계. 한국경영정보학회, 15(4), 1-26.

17.

이태민 (2004). 모바일 환경에서 상호작용성 구성요인이 고객관계 구축 및 구매의도에 미치는 영향에 관한 연구. 마케팅연구, 19(1), 61-96.

18.

이희정, 염정윤, 정세훈 (2014). 블로그 마케팅에서 정보원의 정보 전달 방식과 후원 표시 유무의 효과: 설득지식모형을 중심으로. 사이버커뮤니케이션학보, 31(3), 95-130.

19.

조윤희, 임소혜 (2019). 실시간 인터넷 1인 방송의 상호작용성이 의사사회적 상호작용, 사회적 실재감, 몰입감에 미치는 영향: 이용 동기의 조절효과를 중심으로. 방송통신연구, 82-117.

20.

차영란 (2020). 인플루언서의 ‘뒷광고’논란 전, 후에 대한 댓글 비교 분석: LDA와 Word2vec을 중심으로. 한국콘텐츠학회논문지, 20(10), 119-133.

21.

최모세, 조창환 (2019). MCN 브랜디드 콘텐츠 유형과 상호 작용성에 따른 소비자 반응 연구: 지각된 실재감과 지각된 진정성의 매개효과를 중심으로. 광고학연구, 107- 139.

22.

최윤슬, 이경렬 (2013). SNS 진정성의 속성과 척도개발에 관한 연구: 트위터와 페이스북 이용자의 진정성 지각을 중심으로. 광고학연구, 24(5), 157-179.

23.

탁진영, 박정향 (2005). 인터랙티브 광고의 효과에 관한 연구. 광고연구, 68, 201-227.

24.

하미연, 이연주, 권수정, 강윤선, 채지원 (2019). 보상된 추천 인지가 인스타그램 인플루언서 마케팅에 미치는 영향: 국내 인스타그램 화장품 홍보성 포스트를 중심으로. 한국디지털콘텐츠학회 논문지, 20(1), 75-88.

25.

홍선주, 김태용 (2010). 인터랙티브 드라마에 대한 만족도와 지불의사에 관한 실험연구: 텔레프레즌스를 매개변인으로. 사이버커뮤니케이션학보, 27(1), 255-292.

26.

Abdullahi. F. (2020). The Effects of Social Media Influencers’ Advertising Disclosure on Consumer Responses on Instagram. International Journal of Contents, 16(1).

27.

d’Astous, A., & Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues and Research in Advertising, 22(2), 31-40.

28.

Baker, M. J., & Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations. Journal of Marketing Research, 14(4), 538-555.

29.

Baron, R. M., & Kenny, D. A. (1986) The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173- 1182.

30.

Boerman, S. C. (2020). The effects of the standardized instagram disclosure for micro-and meso-influencers. Computers in Human Behavior, 103, 199-207.

31.

Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2012). Sponsorship disclosure: Effects of duration on persuasion knowledge and brand responses. Journal of Communication, 62(6), 1047-1064.

32.

Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para- Social Relationship. Frontiers in Psychology, 10, 3042.

33.

Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This post is sponsored”: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82-92.

34.

Brown, W. J., & Basil, M. D. (2010). Parasocial interaction and identification: Social change processes for effective health interventions. Health Communication, 25(6-7), 601-602.

35.

Bruner, G. C. & Kumar, A. (2000). Web Commercials and Advertising Hierarchy-of- Effects. Journal of Advertising Research, 40(1-2), 35-42

36.

Bucy, E. P. (2004). Interactivity in society: Locating an elusive concept. The information society, 20(5), 373-383.

37.

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research.

38.

Cheung, C. M. K., & Lee, M. K. O. (2010). A theoretical model of intentional social action in online social networks. Decision Support Systems, 49(1), 24-30

39.

Chen, S. C. & Lin, C. P. (2019) Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological forecasting and social change, 140, 22-32.

40.

Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass Communication & Society, 4, 245-264.

41.

Correa, T., Hinsley, A. W., & De Zuniga, H. G. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in human behavior, 26(2), 247-253.

42.

Chung, H., & Zhao, X. (2004). Effects of perceived interactivity on web site preference and memory: Role of personal motivation. Journal of Computer-Mediated Communication, 10(1), JCMC1017.

43.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798- 828.

44.

Dhanik, T. (2016). Micro, not macro: Rethinking influencer marketing. Retrieved from:https://adage.com/article/digitalnext/micro-macro-influencer-marketing-kim-kardashian/307118/

45.

Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’-credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446.

46.

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.

47.

Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.

48.

Freberg, K., Graham, K., McGaughey, K., and Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.

49.

Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.

50.

Gao, Q., Rau, P. L. P., & Salvendy, G. (2010). Measuring perceived interactivity of mobile advertisements. Behaviour & Information Technology, 29(1), 35-44.

51.

Gillespie, B., & Joireman, J. (2016). The role of consumer narrative enjoyment and persuasion awareness in product placement advertising. American Behavioral Scientist, 60(12), 1510- 1528.

52.

Gilmore, J. H. & Pine, B. J. (2007) Authenticity: What consumers really want. Harvard Business Review Press.

53.

Hayes, A. F. (2013). An introduction to mediation, moderation, and conditional process analysis: A regression-based approach.

54.

Hoffner, C., & Buchanan, M. (2005). Young adults' wishful identification with television characters: The role of perceived similarity and character attributes. Media psychology, 7(4), 325-351.

55.

Hornsey, M. J., & Hogg, M. A. (2000). Intergroup Similarity and Subgroup Relations: Some Implications for Assimilation. Personality and Social Psychology Bulletin, 26(8), 948-958.

56.

Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.

57.

Hwang, K., Zhang, Q., (2018). Influence of parasocial relationship between digital celebrities and their followers on followers purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior 87, 155-173.

58.

Ilicic, J. & Webster, C. M. (2016). Being True to Oneself: Investigating Celebrity Brand Authenticity. Psychology & Marketing, 33, 410-420.

59.

Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of advertising, 43(2), 181- 195.

60.

Jee, J., & Lee, W. N. (2002). Antecedents and consequences of perceived interactivity: An exploratory study. Journal of interactive advertising, 3(1), 34-45.

61.

Jiang, Z., Chan, J., Tan, B. C., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34-59.

62.

Jin, S. V. (2018). “Celebrity 2.0 and beyond!” Effects of Facebook profile sources on social networking advertising. Computers in Human Behavior, 79, 154-168.

63.

Jin, S. V., Muqaddam, A., Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5).

64.

Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management.

65.

Kay, S., Mulcahy, R. & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers' disclosure, Journal of Marketing Management, 248-278

66.

Kim, D. Y., & Kim, H. Y. (2020). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research.

67.

Kim, S. J., Maslowska, E. & Tamaddoni, A. (2019). The paradox of (dis)trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews. Decision Support Systems, 116, 114-124.

68.

Klein, L. (2003). Creating virtual product experience: The role of Telepresence. Journal of Interactive Marketing, 17(1), 41-55.

69.

Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research, 29(4), 659-687.

70.

Lee, J. H. (2005). The Impact of Perception of Interactivity on Customer Trust and Transaction Intentions in Mobile Commerce. Journal of Electronic Commerce Research, 6(3), 165-180.

71.

Lim, C. M., & Kim, Y. K. (2011). Older consumers' TV home shopping: Loneliness, parasocial interaction, and perceived convenience. Psychology & Marketing, 28(8), 763-780.

72.

Linqia (2020). The State of Influencer Marketing 2020.

73.

Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness, Journal of advertising, 31(4), 53-64.

74.

Lowry, P. B., Romano, N. C., Jenkins, J. L., & Guthrie, R. W. (2009). The CMC interactivity model: How interactivity enhances communication quality and process satisfaction in lean-media groups. Journal of Management Information Systems, 26(1), 155-196.

75.

Main, S. (2017, March 30). Micro-Influencers Are More Effective With Marketing Campaigns Than Highly Popular Accounts, Adweek, Retrieved fromhttps://www.adweek.com/digital/micro-influencers-are-more-effective-with-marketing-campaigns-than-highly-popular-accounts/

76.

Marwick, A.E. (2015). ‘Instafame: Luxury selfies in the attention economy’. Public culture, 27(1(75)), pp.137-160.

77.

McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity, Journal of advertising, 31(3), 29-42.

78.

Mediakix, (n.d.). What are the Top Influencer Marketing in 2020?,https://mediakix.com/influencer-marketing-resources/influencer-marketing-trends

79.

Moore, A., Yang, K. & Kim, HJ. M., (2018). Influencer Marketing: Influentials’ Authenticity, Likeability and Authority in Social Media. International Textile and Apparel Association (ITAA) Annual Conference Proceedings. 126

80.

Morris, M., & Ogan, C. (1996). The Internet as mass medium. Journal of Computer-Mediated Communication, 1(4), JCMC141.

81.

Moyer-Gusé, E. (2008). Toward a theory of entertainment persuasion: Explaining the persuasive effects of entertainment-education messages. Communication theory, 18(3), 407-425.

82.

Mutum, D.S., Ghazali, E.M., Mohd-Any, A.A. & Nguyen, B. (2018). Avoidance of sponsored posts on consumer-generated content: a study of personal blogs. The Bottom Line, 31(1), 76-94.

83.

Nebenzahl, I. D., & Jaffe, E. D. (1998). Ethical dimensions of advertising executions. Journal of Business Ethics, 17(7), 805-815.

84.

Newhagen, J. E., Cordes, J. W., & Levy, M. R. (1996). “Nightly@NBC.Com: Audience Scope and the Perception of Interactivity in Viewer Mail on the Internet,” Journal of Communication, 45(3), 164-175.

85.

Newhagen, J. E., & Rafaeli, S. (1996). Why communication researchers should study the Internet: A dialogue. Journal of computer- mediated communication, 1(4), JCMC145.

86.

Park, H. H. (2010). Persuasion Effects of Scarcity Message in Online Cosmetic Advertising: Focused on Moderating Effect of Product Type. Family and Environment Research, 48(10), 121-132

87.

Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S. M. (2019). A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication. International Journal of Strategic Communication, 13(4).

88.

Rafaeli, S. (1988). Interactivity: From new media to communication, Advancing communication science: Merging mass and interpersonal processes, 16, 110-134.

89.

Rozendaal, E., Lapierre, M. A., Van Reijmersdal, E. A., & Buijzen, M. (2011). Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14(4), 333-354.

90.

Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of computer-mediated communication, 2(4), JCMC243.

91.

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International journal of advertising, 39(2), 258-281.

92.

StarNgage (n.d.). Influencer Marketing in South Korea, Retrieved from:https://starngage.com/app/global/page/influencer-marketing-south-korea

93.

Szykman, L. R., Bloom, P. N., & Blazing, J. (2004). Does corporate sponsorship of a socially-oriented message make a difference? An investigation of the effects of sponsorship identity on responses to an anti-drinking and driving message. Journal of Consumer Psychology, 14(1-2), 13-20.

94.

Thorson, K. S., S. Rodgers. (2006). Relationships Between Blogs as EWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6(2), 5-44.

95.

Veirman, M. D. & Hudders, L. (2020). Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising. International journal of advertising, 39(1), 94-130.

96.

Weismueller, J., Harrigan, P., Wang, S., Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal.

97.

Wojdynski, B. W., & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.

98.

Wu, G. (1999). Perceived Interactivity and Attitude Toward Web sites. American Academy of Advertising, 254-262.

99.

Wu, G. (2000). The role of perceived interactivity in interactive ad processing. The University of Texas at Austin.

100.

Wu, G. (2005). The mediating role of perceived interactivity in the effect of actual interactivity on attitude toward the website. Journal of Interactive advertising, 5(2), 29-39.

101.

Wu, G., & Wu, G. (2006). Conceptualizing and measuring the perceived interactivity of websites. Journal of Current Issues & Research in Advertising, 28(1).

102.

Zhao, L., & Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention. Decision Support Systems, 53(4), 825-834.

logo