Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure

•Influencer-product congruence affects product attitude and advertising recognition.•Sponsorship disclosure is linked to the calculative motive inference of the influencer.•Sponsorship disclosure affects product attitude through a serial mediation.•Social media users infer multiple alternative motiv...

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Veröffentlicht in:	Journal of business research 2021-06, Vol.130, p.405-415
Hauptverfasser:	Kim, Do Yuon, Kim, Hye-Young
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising recognition Corporate sponsorship Influencer advertising Influencer-product congruence Mediation Multiple motive inference Native advertising Social media Sponsorship disclosure
Online-Zugang:	Volltext
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