Are Paid Influencers Bad Influencers?

Authors

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

DOI:

https://doi.org/10.25609/sure.v3.2502

Keywords:

Paid advertising, sponsorship, online shopping, source credibility, persuasion, authenticity

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.

Additional Files

Published

2017-12-05

Issue

Vol. 3 (2017): Student Research Conference 2017

Section

Economics & Social Sciences

License

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