Are Paid Influencers Bad Influencers?

  • Philippa Josefsson Erasmus University Rotterdam
  • Lou Rougié Erasmus University Rotterdam
  • Iris Verboom Erasmus University Rotterdam

Abstract

This research paper aims to explore the effect of source credibility on persuasion of a message recipient, and how authenticity mediates this relationship. We begin with an introduction to the research question, a discussion on the managerial relevance of this topic and the theoretical background. We outline variables and the research strategy, and develop an experimental design. The study goes on to analyze responses collected from 125 students at Erasmus University. Disclosure of incentives has been found to decrease persuasion. This result is discussed from a managerial viewpoint.

How to Cite
JOSEFSSON, Philippa; ROUGIÉ, Lou; VERBOOM, Iris. Are Paid Influencers Bad Influencers?. Student Undergraduate Research E-journal!, [S.l.], v. 3, p. 103-106, dec. 2017. ISSN 2468-0443. Available at: <https://journals.open.tudelft.nl/index.php/sure/article/view/2502>. Date accessed: 24 may 2019. doi: https://doi.org/10.25609/sure.v3.2502.
Published
2017-12-05