Nathaniel J. Evans, Delia Cristina Balaban, Brigitte Naderer, Meda Mucundorfeanu (forthcoming), “How the Impact of Social-Media Influencer Disclosures Changes Over Time: Discounting Cues and Exposure Level Can Affect Consumer Attitudes and Purchase Intent,” Journal of Advertising Research.
Abstract: Despite substantial research on disclosure-related effects in social media influencer (SMI) advertising, less is known about the impact of varied exposure levels on SMI advertising outcomes over time. Through a mixed-factorial online experiment, the current study explores how evaluative persuasion knowledge expressed through skepticism mediates the effects of disclosures and exposure level on brand attitude and purchase intention measured at an initial data collection point (t1) and a second 20 days later (t2). Of specific interest to managers using SMI advertising, this article finds that multiple exposures to promotional SMI content has negative short-term effects for the brand that appear to dissipate over time.