In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of...

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Influencers on Instagram: Antecedents and consequences of opinion leadership

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention

In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, pu...

Jay Lim

Papers

Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent