Influencer marketing : Sponsorship disclosure and value co-creation behaviour

Journal article

Bu, Yi, Parkinson, Joy and Thaichon, Park. (2022). Influencer marketing : Sponsorship disclosure and value co-creation behaviour. Marketing Intelligence and Planning. 40(7), pp. 854-870. https://doi.org/10.1108/MIP-09-2021-0310
AuthorsBu, Yi, Parkinson, Joy and Thaichon, Park
Abstract

Purpose
This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.

Design/methodology/approach
This study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.

Findings
This study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.

Originality/value
This study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.

Keywordsinfluencer type; sponsorship disclosure; participation behaviour; citizenship behaviour; value co-creation behaviour; influencer marketing
Year2022
JournalMarketing Intelligence and Planning
Journal citation40 (7), pp. 854-870
PublisherEmerald Group Publishing Limited
ISSN0263-4503
Digital Object Identifier (DOI)https://doi.org/10.1108/MIP-09-2021-0310
Scopus EID2-s2.0-85131729100
Page range854-870
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online14 Jun 2022
Publication process dates
Deposited20 Oct 2023
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