The disclosure of paid endorsements and advertising campaigns at the influencers’ social media activity could be a win-win for followers, influencers and organizations. The current study also found that the followers share and buy the products more when they recognize the endorsements, as ads or paid, at the influencers’ social media handle.
The study was conducted by Assistant Professor Ganga S. Dhanesh and Associate Professor Gaelle Duthler’s from the College of Communication and Media Sciences, Zayed University, Dubai, United Arab Emirates (UAE).
The researcher followed a quantitative analysis method to conduct the study. They surveyed 342 students from an all-female university in UAE and then analyzed the findings. The study also found that if a social media post by an influencer appeared to be an ad then it did not influence the relationship between the followers and the social media influencer. In some cases, the respondents shared that they were aware of the issue that influencers are paid for their endorsement, regardless of whether the influencers disclosed it or not.
Researchers argued that the study can help policymakers to understand the social media users’ perceptions about transparency and openness, “which can inform public policy that safeguards the interests of all interacting parties”.
To read more: https://doi.org/10.1016/j.pubrev.2019.03.002
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765. doi:10.1016/j.pubrev.2019.03.002
