Lecture 9: Influencer marketing

Question 1

Who are influencers?

Answer 1

• Online personalities with a large reach and/or engaged fanbase
• often embed persuasive sponsored messages in their posts
• Likability, credibility & trustworthiness

Question 2

Why is there less resistance on an advertisement when it is communicated by an influencer?

Answer 2

• Time spent online
• Low level of skepticism
• close to their target audience
• user generated content:
  0 High authenticity

Question 3

What do disclosures aim?

Answer 3

• To make people more aware of the persuasive nature of the post

Question 4

What do disclosures activate?

Answer 4

Activate advertising literacy (ad recognition)

Question 5

What did Boerman & Van Reijmersdal research with children influencer marketing?

Answer 5

• Whether influencer marketing disclosures can activate children’s advertising literacy
• Immature levels > disclosures unable to activate advertising literacy?

Question 6

What is a paraoscial relationship (with influencers)?

Answer 6

• Illusion of having an enduring personal relationship with a media personality
• Feeling of intimacy

Question 7

What activates this parasocial relationship?

Answer 7

Influencer marketing allows you to interact with the person

• Reactions, likes, questions, etc.
• Being part of someones personal life

Question 8

What is the conceptual model of the parasocial relationship?

Answer 8

IV = Disclosure vs. no disclosure 
DV = Effectiveness 
Mediator = Advertising literacy 
Moderator = Parasocial relationship

Question 9

What were the results of the experiment with a popular vlogger on brand recall?

Answer 9

Disclosures were associated with higher advertising literacy:
o Advertising recognition
o Understanding persuasive and selling intent

Children who recalled the disclosure were more likely to recall the brand!

Question 10

What were the results of the experiment with a popular vlogger on product desire?

Answer 10

The recalled disclosure increased the understanding of the selling intent:
o Decreased product desire
o Moderated by PSR

Question 11

What were the results of the experiment with a popular vlogger on video desire?

Answer 11

No support that a disclosure in a youtube video leads to lower video attitude among children

Question 12

What were the main takeaways of the experiment?

Answer 12

• Disclosures can be used as effective tools to inform children on the persuasive intentions!
• Disclosures can make children more resistant for influencer marketing persuasion
• PSR can make children less resistant