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Title: Investigating consumer engagement with influencer- vs. brand-promoted ads : the roles of source and disclosure
Authors: Lou, Chen
Tan, Sang-Sang
Chen, Xiaoyu
Keywords: Social sciences::Communication
Issue Date: 2019
Source: Lou, C., Tan, S.-S., & Chen, X. (2019). Investigating consumer engagement with influencer- vs. brand-promoted ads : the roles of source and disclosure. Journal of Interactive Advertising, 19(3), 169-186. doi:10.1080/15252019.2019.1667928
Project: M4081983.060 
Journal: Journal of Interactive Advertising 
Abstract: Brands’ investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely influencer- versus brand-promoted ads (i.e., influencer-generated ads and brands’ reposting/featuring of influencer ads), can affect consumer engagement, consumer sentiment, and topics of comments differently. Results of text analysis show that influencer-promoted ads enjoy significantly higher engagement in terms of consumer liking and commenting than that of brand-promoted ads among apparel brands on Instagram. Consumers express a significantly higher percentage of negative sentiment and a lower percentage of positive sentiment in their comments on brand-promoted ads than on influencer-promoted ads. Consumers demonstrate cultlike appreciation for influencers’ product sharing and show high involvement in the advertised products in influencer-promoted ads. Nonetheless, brand-promoted ads also positively affect consumers’ interests in the online stores and/or the advertised products.
ISSN: 1525-2019
DOI: 10.1080/15252019.2019.1667928
Rights: © 2019 American Academy of Advertising. All rights reserved.
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:WKWSCI Journal Articles

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