Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing

Jing Yang, Lana Kennedy-Foglio, Mengtian Jiang, Eunsin Joo

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


:This study explored the role of perceived endorsement authenticity in the influencer marketing, suggesting that influencer endorsement with higher authenticity would be beneficial to both the sponsor/brand, and the endorser/influencer themselves. We specifically looked at the impact of message sequence of organic and sponsored content on consumers’ perception of the perceived authenticity of the influencer endorsement. Results indicated that organic-first-ad-second (vs. ad-first-organic-second) sequence of message presentation in influencer marketing would result in higher perceived authenticity, which further positively influences consumers’ attitude towards the brand, and the perception of source/influencer credibility.
Original languageAmerican English
Title of host publicationAdvances in Advertising Research (Vol. XII)
Subtitle of host publicationCommunicating, Designing and Consuming Authenticity and Narrative
StatePublished - Apr 11 2023

Publication series

NameEuropean Advertising Academy (EAA)


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