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Does it Pay to be Authentic in Online Influencer Marketing? An Investigation of the Effects of Message Sidedness, Sponsorship Disclosure and Authenticity on Customer Engagement

Schallier, Margaux
(2023)

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Schallier_16251700_2023.pdf
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Details

Supervisors
Hazée, Simon
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
Over the past decade, Online Influencer Marketing (OIM) has witnessed a significant rise. However, the determinants of its effectiveness have yielded mixed results in existing literature. Particularly, research on message sidedness in traditional marketing has shown conflicting findings. This study therefore aims to address these gaps by investigating the impact of two-sided message strategies in the realm of OIM. Additionally, we explore the potential role of authenticity as an underlying mechanism in OIM success, and the possible moderating effect of sponsorship disclosure. Through an online survey and an experimental 2 (message sidedness: One-sided vs. Two-sided) x 2 (sponsorship disclosure: Presence vs. Absence) design (N = 186), we presented participants with a fake Instagram post by a fictitious influencer and analyzed their responses. The findings indicate that incorporating both favorable and unfavorable arguments in the caption of a sponsored Instagram post does not significantly affect purchase intentions or brand attitude. However, it positively impacts electronic word-of-mouth (eWOM) intentions. Interestingly, the presence or absence of a sponsorship disclosure does not moderate this relationship, and SMI's authenticity does not appear to play a role as an underlying mechanism. Our study therefore sheds light on factors that do not significantly impact OIM effectiveness, ruling out message sidedness as a factor influencing consumer engagement, authenticity as a potential mediator, and sponsorship disclosure as a potential moderator. From a practical standpoint, this study provides some clarity for marketers looking to optimize their OIM strategies regarding social media influencers' content and characteristics. Additionally, this research contributes to the growing body of knowledge in this ever-evolving field and opens up new avenues for future investigation.