Investigating consumer engagement with influencer- vs. brand-promoted ads : the roles of source and disclosure

• Main Authors: Lou, Chen, Tan, Sang-Sang, Chen, Xiaoyu
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2020
• Subjects: Social sciences::Communication; Influencer Marketing; Text Analysis
• Online Access: https://hdl.handle.net/10356/144818
• Institution: Nanyang Technological University

Brands’ investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely influencer- versus brand-promoted ads (i.e., influencer-generated ads and brands’ reposting/featuring of influenc...