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

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands