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Influencer marketing : Sponsorship disclosure and value co-creation behaviour
Bu, Yi Parkinson, Joy Thaichon, Park
Bu, Yi
Parkinson, Joy
Thaichon, Park
Author
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.
Keywords
influencer type, sponsorship disclosure, participation behaviour, citizenship behaviour, value co-creation behaviour, influencer marketing
Date
2022
Type
Journal article
Journal
Marketing Intelligence and Planning
Book
Volume
40
Issue
7
Page Range
854-870
Article Number
ACU Department
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled