@inbook{33b1fb5ff05d45d09fcbb4620ad03be9,
title = "Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing",
abstract = ":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{\textquoteright} 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{\textquoteright} attitude towards the brand, and the perception of source/influencer credibility.",
author = "Jing Yang and Lana Kennedy-Foglio and Mengtian Jiang and Eunsin Joo",
year = "2023",
month = apr,
day = "11",
doi = "10.1007/978-3-658-40429-1_21",
language = "American English",
volume = "XII",
series = "European Advertising Academy (EAA)",
pages = "301–320",
booktitle = "Advances in Advertising Research (Vol. XII)",
}