||The Behavioral Effect of Disclosing Influencer Sponsored Content to Instagram User
||The Behavioral Effect of Disclosing Influencer Sponsored Content to Instagram User
||Institute of International Management
||Ji Eun Yang
With a rising number of Instagram users, Instagram has become a marketing tool of organizations. For influencer marketing, sponsorship disclosure is a critical issue to consider. This study investigates the effects of sponsorship disclosure on Instagram user’s brand attitude and purchase intention. In order to identify these effects, resistance theory and persuasion knowledge model were integrated. This research used an online experiment and found that activated persuasion knowledge of Instagram users had a positive response of cognitive (source of derogation) and negative response of affective (negative affect). Based on the results, theoretical and managerial contributions and as well as future research are discussed.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Social Media Influencer. 1
1.1.2 Influencer Marketing. 3
1.1.3 Sponsorship Disclosure. 4
1.2 Research Objectives and Research Gap. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Persuasion Knowledge. 7
2.2 Resistance Toward Sponsored Instagram Influencer Post. 8
2.3 Cognitive Resistance. 9
2.4 Affective Resistance. 11
2.5 The effect of the attitude towards the brand and behavioral intentions 13
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 15
3.1 Research Framework. 15
3.2 Summary of Hypotheses. 16
3.3 Definition of Variables. 17
3.4 Experiment Design and Procedures. 17
3.4.1 Stimulus Material. 19
3.5 Measurement. 21
3.6 Control Variables. 23
3.7 Sampling Plan. 24
3.8 Methods of Analysis. 24
3.8.1 Descriptive Statistical Analysis. 24
3.8.2 Common Method Bias. 25
3.8.3 Confirmatory Factor Analysis (CFA). 25
3.8.4 Structural Equation Modeling (SEM). 25
CHAPTER FOUR RESEARCH RESULTS 27
4.1 Pilot Test Result. 27
4.2 Main Study Result. 30
4.2.1 Data Collection. 30
4.2.2 Respondents Demographics. 30
4.2.3 Descriptive Statistics. 33
4.2.4 Common Bias Method. 35
4.2.5 Sponsorship Disclosure CFA Model Result. 38
4.2.6 No Sponsorship Disclosure CFA Model Result. 39
4.2.7 Goodness of Fit Index SEM Result. 44
4.2.8 Summary of Hypotheses Testing Results. 46
4.2.9 Total effect of SEM Result (Comparable model). 49
4.2.10 Mediation Effect. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 53
5.1 Research Discussion. 53
5.2 Theoretical and Managerial Contribution. 55
5.3 Research Limitations and Future Research. 56
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