Parasocial Interaction Message Elements and Disclosure Timing in Nano- and Microinfluencers’ Sponsored Content As Alternative Explanations for Follower Count’s Influence on Engagement

Abstract

Micro- and nanoinfluencers are typically segmented based on number of followers, yet follower count cannot adequately explain the different persuasion outcomes between micro- and nanoinfluencers. Based on the persuasion knowledge model (PKM), a content analysis and two experiments were conducted to examine (1) the relationship between parasocial attributes, influencer type, and engagement rates and (2) whether influencer type and parasocial attributes moderate the impact of sponsorship disclosure placement on perceived authenticity and purchase intentions. Results suggested that instead of follower count, the inclusion of parasocial attributes in influencer videos was the main driving factor of perceived authenticity. Sponsorship disclosure placed at the ends of videos increased perceived authenticity more than disclosure placed at the beginning of the video, but it did not affect purchase intentions; this effect was observed only for the nanoinfluencer’s video. Parasocial attributes reduced persuasion knowledge activation and thus minimized the effect of disclosure placement on perceived authenticity.

Keywords:

• Influencer marketing
• parasocial interactions
• sponsorship disclosure

Acknowledgments

The authors extend their heartfelt gratitude to Thyra Funderburk and Savannah Reeves for their invaluable assistance in coding the videos selected for content analysis. Furthermore, special appreciation is expressed to Thyra Funderburk for her instrumental role in the creation of the stimuli employed in the experiments.

Disclosure Statement

The authors declare that they have no conflicts of interest. There are no financial interests that are directly or indirectly related to this work submitted for publication.

Ethics Statement

This study was approved by the Texas Tech University Institutional Review Board in 2021 before study 2 and 3 data collection.

Additional information

Notes on contributors

Zijian Harrison Gong

Zijian Harrison Gong (PhD, Texas Tech University) is an assistant professor, Department of Advertising and Brand Strategy, College of Media and Communication, Texas Tech University.

Steven Holiday

Steven Holiday (PhD, Texas Tech University) is an assistant professor, Department of Advertising and Public Relations, College of Communication and Information Sciences, University of Alabama.