Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment
Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment
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DOI：
10.1080/02650487.2021.1986256
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发表时间：
2021-09-26
影响因子：
6.7
通讯作者：
Muller, Celine M.
中科院分区：
文献类型：
--
作者：
Boerman, Sophie C.;Muller, Celine M.
虽然网红营销作为社交媒体广告策略越来越重要，并且指导方针要求网红披露这种做法，但目前尚不清楚Instagram用户是否认识和理解这种类型的广告。本研究旨在深入了解Instagram上影响者营销的说服知识水平，以及Instagram用户使用哪些线索来识别影响者营销。一项眼动追踪研究（N = 67）和一项在线实验（N = 371）显示，（1）Instagram用户似乎意识到了网红营销，但在他们的Instagram提要中识别它时也会出错，（2）用户最关注图片中的品牌标签和“付费合作伙伴关系”标签，最不关注#ad，以及（3）披露，品牌存在，和影响者类型都影响概念说服知识的水平。尽管之前的研究表明，披露可能是说服知识激活的重要驱动因素，但这项研究首次揭示了自下而上的因素，如品牌存在和影响者的类型也会产生这种影响。重要的是，我们的研究结果表明，Instagram上非商业和商业内容之间的界限仍然模糊。
While influencer marketing is gaining importance as a social media advertising strategy and guidelines require influencers to disclose the practice, it is still unclear whether Instagram users recognize and understand this type of advertising. This study aims to gain insights into the level of persuasion knowledge of influencer marketing on Instagram, and which cues Instagram users use to identify influencer marketing. An eye tracking study (N = 67) and an online experiment (N = 371) reveal that (1) Instagram users seem to be aware of influencer marketing but also make mistakes in identifying it within their Instagram feed, (2) users pay most attention to brand tags in pictures and 'Paid partnership' labels and least attention to #ad, and (3) disclosures, brand presence, and influencer type all influence the level of conceptual persuasion knowledge. Although previous research has shown that disclosures can be important drivers of persuasion knowledge activation, this study is the first to reveal that bottom-up factors such as brand presence and the type of influencer can also have this effect. Importantly, our findings signal that the lines between non-commercial and commercial content on Instagram are still blurred.