Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media
Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media
Marilyn Primovic and Dr. Joe Phua, Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media. To be presented virtually at the AEJMC 103rd Annual Conference in August, 2020.
Abstract: Advertisers select influencer sources to promote brands on widely followed social media accounts. This sponsored content is integrated into the content already being posted by an influencer source, which advertisers do not have control over. This study applies parasocial theory and the source credibility model to examine expectancy violation theory for two types of influencer sources, traditional influencers and celebrities. This study may inform advertisers in the process of selecting an influencer source.
Related Research
-
They’ve got the look? Processing fluency and individual differences associated with responses to androgynous models in fashion advertisementsGlenna Read, Bart Wojdynski, Yen-I Lee (Grady Alum), & Rob Potter (forthcoming). “They’ve got the look? Processing fluency and individual differences associated with responses to androgynous models in fashion advertisements,” Young Consumers. Abstract: This research […]
-
The gluckschmerz effect of ad sponsorship in displeasing sports replaysJaemin Kim (Ph.D. student), Jooyoung Kim*, and Jiwon Kim (Ph.D. student). (2025). “The gluckschmerz effect of ad sponsorship in displeasing sports replays.” International Journal of Advertising, 1–30. https://doi.org/10.1080/02650487.2025.2546179 Abstract: This study explored […]