Influencer marketing effectiveness: giving competence, receiving credibility

Leite, Fernanda Polli; Pontes, Nicolas; Schivinski, Bruno

doi:10.1080/10548408.2024.2317748

Journal of Travel & Tourism Marketing

2024

DOI: 10.1080/10548408.2024.2317748

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Influencer marketing effectiveness: giving competence, receiving credibility

Fernanda Polli Leite,

Nicolas Pontes,

Bruno Schivinski

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2024

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Cited by 6 publications

References 79 publications

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To share or not to share: When is influencer self‐disclosure perceived as appropriate?

Leite,

Pontes,

Septianto

2024

J of Consumer Behaviour

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Influencers' personal stories on social media can shape consumer behavior. Yet little is known about how intimacy, valence, and topic of self‐disclosure affect perceptions of credibility. In two studies, results reveal that intimate (vs. non‐intimate) self‐disclosure reduces perceived message appropriateness and influencer credibility, while positive (vs. negative) self‐disclosure enhances it. Furthermore, the effect of positive intimate self‐disclosure on appropriateness is stronger for topics related to mental health (vs. relationships). This research broadens the theoretical understanding of how consumers perceive influencer credibility by analyzing various dimensions of self‐disclosure, providing practical insights for integrating self‐disclosure into social media recommendations.

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To share or not to share: When is influencer self‐disclosure perceived as appropriate?

Leite,

Pontes,

Septianto

2024

J of Consumer Behaviour

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‘Meat’ the influencers: Crafting authentic endorsements that drive willingness to buy cultured meat

Leite,

Septianto,

Pontes

2024

Appetite

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Are top influencers always good? Study on how travel influencers’ follower size affects consumers’ engagement intention

Guo,

Song,

Wang

2024

Journal of Travel & Tourism Marketing

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Influencer marketing effectiveness: giving competence, receiving credibility

Cited by 6 publications

References 79 publications

To share or not to share: When is influencer self‐disclosure perceived as appropriate?

To share or not to share: When is influencer self‐disclosure perceived as appropriate?

‘Meat’ the influencers: Crafting authentic endorsements that drive willingness to buy cultured meat

Are top influencers always good? Study on how travel influencers’ follower size affects consumers’ engagement intention

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