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What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies

Author

Listed:
  • Li Chen

    (Suffolk University)

  • Yajie Yan

    (Independent Researcher)

  • Andrew N. Smith

    (Suffolk University)

Abstract

Sponsored videos have rapidly emerged as an important marketing tool as video sharing platforms and the popularity of video influencers have grown. However, little research explores how sponsored videos’ design strategies affect viewer engagement. Using field data, this study highlights influencers’ authenticity dilemma in sponsored video design and tests which features drive digital engagement. Specifically, this study conceptualizes and empirically tests a comprehensive framework, involving passion- and transparency-based strategies as well as platform- and brand-factors, to determine how influencers can best manage the authenticity dilemma. Results show that explicitly disclosing brand sponsorship, alone, and in combination with platform-generated disclosure, positively impacts digital engagement, indicating an evolution in consumer persuasion knowledge. Early brand appearance, high video customization, and influencers’ subjective endorsements, such as sharing personal experiences or opinions about the sponsored product, impair sponsored videos’ digital engagement. In addition to contributing theoretical insights on authenticity management strategies and sponsorship disclosure in influencer videos, this research offers practical recommendations to influencers on how to design more engaging sponsored videos.

Suggested Citation

  • Li Chen & Yajie Yan & Andrew N. Smith, 2023. "What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 198-221, January.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:1:d:10.1007_s11747-022-00887-2
    DOI: 10.1007/s11747-022-00887-2
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