University of Twente Student Theses
A trend or is the future of influencer marketing virtual? The effect of virtual influencers and sponsorship disclosure on purchase intention, brand trust, and consumer engagement.
Wolff, W.E.M. (2022) A trend or is the future of influencer marketing virtual? The effect of virtual influencers and sponsorship disclosure on purchase intention, brand trust, and consumer engagement.
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| Abstract: | Recently a new influencer type emerged, the virtual influencer. Using this influencer type in influencer marketing has become an interesting trend, as they could be a potentially effective alternative to social media influencers. Additionally, since advertising regulatory bodies have updated their regulations, which requires online influencers to disclose commercial relationships, it is necessary to understand how sponsorship disclosure is interpreted by its customers and how it is affected by its influencer type. This research investigates if the source credibility mediates the effect of the influencer type. This study consists of a 3 (influencer type: social media vs. humanised virtual vs. animated virtual) by 2 (sponsorship disclosure: disclosed vs undisclosed) between subject’s design, in an experimental test of six manipulated Instagram posts. Findings showed no direct effects of influencer type and sponsorship disclosure on purchase intention, brand trust, consumer engagement, and social presence. The results did show influencer type had an indirect effect on purchase intention, brand trust, and consumer engagement when mediated by source credibility. The findings contribute to existing literature about the effect of source credibility of human and virtual influencers as well as the use of sponsorship disclosure in Instagram posts. They also provide practical guidelines. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/89515 |
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