Research Reveals: Advertisements Undermine Creator's Power
In a recent study published in the Journal of Strategic Marketing, researchers Weng Marc Lim, Kian Yeik Koay, and Chee Wei Cheah explore the effects of the commercialization of influencer content on follower-influencer relationships and purchase intentions. The study, titled "Commercialisation of influencer content on social media: the roles of parasocial relationships and sponsorship disclosures," was based on a survey of 303 social media users in the US who follow at least one influencer on Instagram.
The study reveals that the commercialization of influencer content tends to negatively affect these relationships and purchase intentions. When influencer posts become overtly commercial, followers often develop resistance and suspicion, perceiving the content as less authentic and trustworthy. This skepticism reduces the influencer's impact on followers' purchasing decisions, leading to lower purchase intentions.
Commercially tilted influencer content can adversely impact followers’ willingness to buy, as the promotional nature undermines the perceived authenticity of the recommendations. Excessive commercial communication creates a barrier to trust, reducing influencer effectiveness and follower engagement.
However, transparency through sponsorship disclosures plays a crucial role in neutralizing these potential negative effects. When influencers openly disclose sponsorships, it builds transparency and fosters trust, which can maintain or even enhance followers' positive attitudes towards the influencer and the marketed product. Clear disclosure reduces suspicion by signaling honesty and ethical communication, thus preserving or improving followers' purchase intentions despite the commercial nature of the content.
Authenticity and credibility remain key to positive influencer impact. Followers respond more positively when influencer content feels genuine, credible, and not overly commercialized, which supports stronger relationships and higher purchase intention. Micro-influencers with steady engagement and credible communication tend to generate higher user trust and content effectiveness than direct brand advertisements.
The study found that transparency around sponsorships can strengthen consumer trust. Influencers can reinforce the positive effect of parasocial relationships on consumers' purchase intentions with clear and consistent disclosures. Brands should pay attention to an influencer's relationship with followers and their values when choosing to partner with them, rather than just follower count.
The researchers argue that sponsorship disclosures have a strategic dimension beyond regulatory compliance. Disclosing sponsorship arrangements effectively can neutralize potential negative responses to commercial content. Selecting influencers whose personal brands and values align closely with those of the brand ensures that commercial activities appear natural rather than transactional.
The study's focus was exclusive to Instagram, suggesting further research on different platforms is necessary. Varying levels of acceptance towards commercial content may exist across different industries, and further research into different sponsorship disclosure methods is beneficial. Overtly promotional content, even if perceived as authentic, can erode followers' perception of influencer sincerity, potentially reducing the effectiveness of influencer campaigns.
In summary, while commercializing influencer content risks eroding trust and purchase intent, transparent sponsorship disclosures effectively mitigate this by promoting authenticity and openness, preserving the strength of follower-influencer relationships and sustaining purchase intentions. This balance is critical for influencer marketing success in e-commerce and other sectors.
- Brands should consider an influencer's personal brand and values when choosing to partner with them, as this can ensure that commercial activities appear natural rather than transactional on platforms like Instagram.
- The use of social-media platforms like Instagram for marketing purposes can impact entertainment and business, as followers may perceive overly commercial content as less authentic and trustworthy, potentially reducing their purchase intentions.
- Technology plays a significant role in influencer marketing on social media, as transparency through sponsorship disclosures can help neutralize potential negative effects of commercial content and maintain or even enhance follower engagement and purchase intentions.
