How the impact of social media influencer disclosures changes over time: Discounting cues and exposure level can affect consumer attitudes and purchase intention

Nathaniel J. Evans, Delia Cristina Balaban, Brigitte Naderer, and Meda Mucundorfeanu

Despite substantial research on disclosure-related effects in social media influencer advertising, less is known about the impact of varied exposure levels on social media influencer advertising outcomes over time.
Evans et al

Management Slant

  • A single exposure to content from a social media influencer leads to lower levels of skepticism, which has a positive impact on both brand attitude and purchase intention.
  • Multiple exposures to content from a social media influencer lead to negative short-term effects of increased skepticism on brand attitude and purchase intention that dissipate over time.
  • Social media influencers should consider alternating branded and nonbranded content; an appropriate integration of influencer marketing campaigns that considers the fit between brand and social media influencer, as well as a well-rounded balance of content, is highly recommended.
  • Long-term effects...

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