Are Paid Influencers Bad Influencers?
Keywords:Paid advertising, sponsorship, online shopping, source credibility, persuasion, authenticity
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.
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