Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude Toward Discount Code Use

  • Mira Lee (Business School, Chung-Ang University) ;
  • Taehee Park (Department of Psychology, Chung-Ang University)
  • Received : 2022.12.12
  • Accepted : 2023.03.10
  • Published : 2023.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study examines the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In Study 1, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. In Study 2, consumers participated in a two (commission disclosure: absent vs. present) by two (discount level: low vs. high) between-subjects experimental design. The findings of Study 1 demonstrate that the sales commission disclosure pertaining to discount codes results in a higher perceived sincerity of the influencer. The results of Study 1 also reveal that the perceived sincerity of the influencer mediates the effect of the disclosure (vs. no disclosure) on attitude toward using the discount code. Further, the findings of Study 2 demonstrate the robustness of these disclosure effects regardless of whether the discount level is low or high.

Keywords

References

  1. Abendroth, Lisa J and James E Heyman (2013), "Honesty is the Best Policy: The Effects of Disclosure in Word-of-Mouth Marketing," Journal of Marketing Communications, 19 (4), 245-257. https://doi.org/10.1080/13527266.2011.631567
  2. Ahn, Jungyong, Ahyeon Kim, and Yongjun Sung (2020), "The Effects of Sensory Fit on Consumer Evaluations of Co-Branding," International Journal of Advertising, 39 (4), 486-503. https://doi.org/10.1080/02650487.2019.1652518
  3. Alford, Bruce L and Abhijit Biswas (2002), "The Effects of Discount Level, Price consciousness and Sale Proneness on Consumers' Price Perception and Behavioral Intention," Journal of Business Research, 55 (9), 775-783. https://doi.org/10.1016/S0148-2963(00)00214-9
  4. Aw, Eugene Cheng-Xi and Stephanie Hui-Wen Chuah (2021), "Stop the Unattainable Ideal for an Ordinary Me!" Fostering Parasocial Relationships with Social Media Influencers: The Role of Self-Discrepancy," Journal of Business Research, 132, 146-157. https://doi.org/10.1016/j.jbusres.2021.04.025
  5. Ayeh, Julian K, Norman Au, and Rob Law (2013), ""Do We Believe in TripAdvisor?" Examining Credibility Perceptions and Online Travelers' Attitude toward Using User-Generated Content," Journal of Travel Research, 52 (4), 437-452. https://doi.org/10.1177/0047287512475217
  6. Bagozzi, Richard P, Hans Baumgartner, and Youjae Yi (1992), "State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," Journal of Consumer Research, 18 (4), 505-518. https://doi.org/10.1086/209277
  7. Beckert, Johannes, Thomas Koch, Benno Viererbl, and Charlotte Schulz-Knappe (2021), "The Disclosure Paradox: How Persuasion Knowledge Mediates Disclosure Effects in Sponsored Media Content," International Journal of Advertising, 40 (7), 1160-1186. https://doi.org/10.1080/02650487.2020.1859171
  8. Boerman, Sophie C (2020), "The Effects of the Standardized Instagram Disclosure for Micro- and Meso-Influencers," Computers in Human Behavior, 103, 199-207. https://doi.org/10.1016/j.chb.2019.09.015
  9. Boerman, Sophie C and Eva A Van Reijmersdal (2020), "Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship," Frontiers in Psychology, 10, 3042.
  10. Boerman, Sophie C and Eva A Van Reijmersdal (2016), "Informing Consumers about "Hidden" Advertising: A Literature Review of the Effects of Disclosing Sponsored Content," In: de Pelsmacker (ed.), Advertising in New Formats and Media: Current Research and Implications for Marketers, Bingley, United Kingdom: Emerald Publishing.
  11. Boerman, Sophie C, Lotte M Willemsen, and Eva P Van Der Aa (2017), ""This Post is Sponsored" Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook," Journal of Interactive Marketing, 38 (1), 82-92. https://doi.org/10.1016/j.intmar.2016.12.002
  12. Campbell, Margaret C and Amna Kirmani (2000), "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, 27 (1), 69-83. https://doi.org/10.1086/314309
  13. Carl, Walter J (2008), "The Role of Disclosure in Organized Word-of-Mouth Marketing Programs," Journal of Marketing Communications, 14 (3), 225-241. https://doi.org/10.1080/13527260701833839
  14. Carr, Caleb T and Rebecca AHayes (2014), "The Effect of Disclosure of Third-Party Influence on an Opinion Leader's Credibility and Electronic Word of Mouth in Two-Step Flow," Journal of Interactive Advertising, 14 (1), 38-50. https://doi.org/10.1080/15252019.2014.909296
  15. Chitrakorn, Kati (2020), "Influencer Discounting: Needs Must," (June 20, 2022), https://www.voguebusiness.com/companies/influencer-discounting-needs-must.
  16. Collabstr (2022), "2022 Influencer Marketing Report: Everything You Need to Know about Influencer Marketing in 2022," (June 20, 2022), https://collabstr.com/2022-influencermarketing-report.
  17. De Veirman, Marijke and Liselot Hudders (2020), "Disclosing Sponsored Instagram Posts: The Role of Material Connection with the Brand and Message-Sidedness when Disclosing Covert Advertising," International Journal of Advertising, 39 (1), 94-130. https://doi.org/10.1080/02650487.2019.1575108
  18. Eisend, Martin, Eva A van Reijmersdal, Sophie C Boerman, and Farid Tarrahi (2020), "A Meta-Analysis of the Effects of Disclosing Sponsored Content," Journal of Advertising, 49 (3), 344-366. https://doi.org/10.1080/00913367.2020.1765909
  19. Evans, Nathaniel J, Joe Phua, Jay Lim, and Hyoyeun Jun (2017), "Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent," Journal of Interactive Advertising, 17 (2), 138-149. https://doi.org/10.1080/15252019.2017.1366885
  20. Federal Trade Commission (2019), "Disclosures 101 for Social Media Influencer," (January 14, 2022), https://www.ftc.gov/system/les/documents/plain-language/1001a-influencer-guide-508_1.pdf.
  21. Friestad, Marian and Peter Wright (1994), "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, 21 (1), 1-31. https://doi.org/10.1086/209380
  22. Guimond, Lisa, Chankon Kim, and Michel Laroche (2001), "An Investigation of Coupon-Prone Consumers: Their Reactions to Coupon Feature Manipulations," Journal of Business Research, 54 (2), 131-137. https://doi.org/10.1016/S0148-2963(99)00091-0
  23. Hayes, Andrew F. (2022), Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach, 3rd edn., New York City: Guilford Publications.
  24. Hu, Hsin-Hui "Sunny" Hu, HG Parsa, and Maryam Khan (2006), "Effectiveness of Price Discount Levels and Formats in Service Industries," Journal of Services Research, 6, 67-85.
  25. Hwang, Yoori and Se-Hoon Jeong (2016), ""This is a Sponsored Blog Post, But All Opinions are My Own": The Effects of Sponsorship Disclosure on Responses to Sponsored Blog Posts," Computers in Human Behavior, 62, 528-535. https://doi.org/10.1016/j.chb.2016.04.026
  26. Kim, Do Yuon and Hye-Young Kim (2021), "Influencer Advertising on Social Media: The Multiple Inference Model on Influencer-Product Congruence and Sponsorship Disclosure," Journal of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020
  27. Kim, Jeeyeon, Jui-Ting Liu, and Sue Ryung Chang (2022), "Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does It Affect Viewer Stickiness and Purchase Intention?," Asia Marketing Journal, 24 (2), 39-50. https://doi.org/10.53728/2765-6500.1587
  28. Kim, Su Jung, Ewa Maslowska, and Ali Tamaddoni (2019), "The Paradox of (Dis) Trust in Sponsorship Disclosure: The Characteristics and Effects of Sponsored Online Consumer Reviews," Decision Support Systems, 116, 114-124. https://doi.org/10.1016/j.dss.2018.10.014
  29. Lee, Jung Ah and Matthew S Eastin (2021), "Perceived Authenticity of Social Media Influencers: Scale Development and Validation," Journal of Research in Interactive Marketing, 15 (4), 822-841. https://doi.org/10.1108/JRIM-12-2020-0253
  30. Lee, Jung Eun and Jessie H Chen-Yu (2018), "Effects of Price Discount on Consumers' Perceptions of Savings, Quality, and Value for Apparel Products: Mediating Effect of Price Discount Affect," Fashion and Textiles, 5 (1), 1-21. https://doi.org/10.1186/s40691-017-0116-y
  31. Lee, Susanna S, Benjamin T Vollmer, Cen April Yue, and Benjamin K Johnson (2021), "Impartial Endorsements: Influencer and Celebrity Declarations of Non-Sponsorship and Honesty," Computers in Human Behavior, 122 (106858), 1-9. https://doi.org/10.1016/j.chb.2021.106858
  32. Liljander, Veronica, Johanna Gummerus, and Magnus Soderlund (2015), "Young Consumers' Responses to Suspected Covert and Overt Blog Marketing," Internet Research, 25 (4), 610-632. https://doi.org/10.1108/IntR-02-2014-0041
  33. Lou, Chen and Shupei Yuan (2019), "Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media," Journal of Interactive Advertising, 19 (1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  34. Markerly (2022), "Understanding Influencer Codes and Afliate Links," (January 17, 2023), https://markerly.com/blog/influencer-codes-afliate-links/
  35. Moon, Suyoung and Shijin Yoo (2022), "Are More Followers Always Better? The Non-Linear Relationship between the Number of Followers and User Engagement on Seeded Marketing Campaigns in Instagram," Asia Marketing Journal, 24 (2), 62-77. https://doi.org/10.53728/2765-6500.1589
  36. Muller, Johannes and Fabian Christandl (2019), "Content is king-But who is The King of Kings? The Effect of Content Marketing, Sponsored Content & User-Generated Content on Brand Responses," Computers in Human Behavior, 96, 46-55. https://doi.org/10.1016/j.chb.2019.02.006
  37. Oppenheimer, Daniel M, Tom Meyvis, and Nicolas Davidenko (2009), "Instructional Manipulation Checks: Detecting Satiscing to Increase Statistical Power," Journal of Experimental Social Psychology, 45 (4), 867-872. https://doi.org/10.1016/j.jesp.2009.03.009
  38. Pfeuffer, Alexander and Jisu Huh (2021), "Effects of Different Sponsorship Disclosure Message Types on Consumers' Trust and Attitudes," International Journal of Advertising, 40 (1), 49-80. https://doi.org/10.1080/02650487.2020.1807229
  39. Pfeuffer, Alexander, Xinyu Lu, Yiran Zhang, and Jisu Huh (2021), "The Effect of Sponsorship Disclosure in YouTube Product Reviews," Journal of Current Issues & Research in Advertising, 42 (4), 391-410. https://doi.org/10.1080/10641734.2020.1859023
  40. Qudsi, Ismael El (2022), "The State of Influencer Marketing: Top Insights for 2022," (February 14, 2022), https://www.forbes.com/sites/forbesagencycouncil/2022/01/14/the-state-of-influencer-marketing-top-insights-for2022/?sh=502267ae5c78.
  41. Shimp, Terence A and Alican Kavas (1984), "The Theory of Reasoned Action Applied to Coupon Usage," Journal of Consumer Research, 11 (3), 795-809. https://doi.org/10.1086/209015
  42. Stubb, Carolina and Jonas Colliander (2019), ""This is Not Sponsored Content"-The Effects of Impartiality Disclosure and e-Commerce Landing Pages on Consumer Responses to Social Media Influencer Posts," Computers in Human Behavior, 98, 210-222. https://doi.org/10.1016/j.chb.2019.04.024
  43. Stubb, Carolina, Anna-Greta Nystrom, and Jonas Colliander (2019), "Influencer Marketing: The Impact of Disclosing Sponsorship Compensation Justication on Sponsored Content Effectiveness," Journal of Communication Management, 23 (2), 109-122. https://doi.org/10.1108/JCOM-11-2018-0119
  44. Tuk, Mirjam A, Peeter WJ Verlegh, Ale Smidts, and Daniel HJ Wigboldus (2009), "Sales and Sincerity: The Role of Relational Framing in Word-of-Mouth Marketing," Journal of Consumer Psychology, 19 (1), 38-47. https://doi.org/10.1016/j.jcps.2008.12.007
  45. Van Reijmersdal, Eva A, Marieke L Fransen, Guda van Noort, Suzanna J Opree, Lisa Vandeberg, Sanne Reusch, Floor Van Lieshout, and Sophie C Boerman (2016), "Effects of Disclosing Sponsored Content in Blogs: How The Use of Resistance Strategies Mediates Effects on Persuasion," American Behavioral Scientist, 60 (12), 1458-1474. https://doi.org/10.1177/0002764216660141
  46. Van Reijmersdal, Eva A and Sophia van Dam (2020), "How Age and Disclosures of Sponsored Influencer Videos Affect Adolescents' Knowledge of Persuasion and Persuasion," Journal of Youth and Adolescence, 49 (7), 1531-1544. https://doi.org/10.1007/s10964-019-01191-z
  47. Wang, Xiaorong, Feng Xu, Xin Robert Luo, and Lifang Peng (2022), "Effect of Sponsorship Disclosure on Online Consumer Responses to Positive Reviews: The Moderating Role of Emotional Intensity and Tie Strength," Decision Support Systems, 156, 113741.
  48. Wei, Mei-Ling, Eileen Fischer, and Kelley J Main (2008), "An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing," Journal of Public Policy & Marketing, 27 (1), 34-44. https://doi.org/10.1509/jppm.27.1.34
  49. Wellman, Mariah L, Ryan Stoldt, Melissa Tully, and Brian Ekdale (2020), "Ethics of Authenticity: Social media Influencers and the Production of Sponsored Content," Journal of Media Ethics, 35 (2), 68-82. https://doi.org/10.1080/23736992.2020.1736078
  50. Xie, Guang-Xin, David M Boush, and Raymond R Liu (2015), "Tactical Deception in Covert Selling: A Persuasion Knowledge Perspective," Journal of Marketing Communications, 21 (3), 224-240. https://doi.org/10.1080/13527266.2012.754369