Hope You’re Not Totally Commercial! Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness

Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in SMI marketing context. authors examined Instagram post featuring endorsement a brand and created experimental design with four conditions related to parasocial relationship. Findings from partial least squares structural equation modeling procedure indicate that results overall negative endorsements. also parallel mediating effects source credibility attitude toward endorsements as well moderating relationship skepticism influencer marketing. sheds light boundary under which are moderated.