Jason Weismueller|Paul Harrigan|Shasha Wang|Geoffrey N. Soutar
Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media
Brunel University London|University of Western Australia|University of Western Australia|Queensland University of Technology|University of Western Australia|Queensland University of Technology|Brunel University London
paper investigates impact social media influencer endorsements purchase intention specifically impact advertising disclosure source credibility process proposed framework argues advertising disclosure significant impact source credibility subdimensions attractiveness trustworthiness expertise subdimensions positively influence consumer purchase intention empirical findings based 306 german instagram users 18 34 years age reveal source attractiveness source trustworthiness source expertise significantly increase consumer purchase intention whilst advertising disclosure indirectly influences consumer purchase intention influencing source attractiveness furthermore results reveal number followers positively influences source attractiveness source trustworthiness well purchase intention paper makes unique contribution product endorsement literature evidence highlighting social media influencers advertising disclosure may used instagram effectively increase consumer purchase intention