The Impact of Self-disclosure by Social Media Influencers on Consumer Behavior
(A2019-9812)

AUTHORS

Sara AlRabiah, University of Edinburgh; Ben Marder, University of Edinburgh; David Marshall, University of Edinburgh

KEYWORDS

self-disclosure; consumer behavior; social media influencers

ABSTRACT

Today social media influencers (SMI) are key marketing agents, core to brands digital strategy. Current knowledge on personal self-disclosure by marketing agents assert that such disclosure is detrimental to brands and should be avoided. SMI challenge this status quo, as self-disclosure is known to be central to their success. The aim of the present research is to provide the first understanding of the role of self-disclosure by SMI on consumer behavior. A between-subject experiment (n=454, 2x2x2) examined disclosure depth, breadth, and gender of Instagram travel influencers on purchase intention and EWOM. Findings, contrast existing knowledge, revealed that promoting greater self-disclosure leads to favorable consumer behavior, a relationship mediated by appropriateness, trust (cognitive and affective), and product attitude. Primarily this study extends knowledge of self-disclosure of marketing agents as well as highlights the importance of appropriateness. Implications for marketers are also provided.