隨著社群媒體影響者（Social media influencers, SMI）產業逐漸成熟，大型SMI的來源可信度及社會影響力逐漸擴大，也有越來越多高真實性的小型SMI進入社群市場，以高互動、親密度的特性受到粉絲及企業喜愛。由此可見，大小型SMI的差異將成為企業進行SMI行銷時的決策關鍵，然而過去研究多專注於SMI與傳統名人的比較，探討SMI群體間差異的研究則相對缺乏。因此，本研究將深入探討不同類型的SMI對消費者的影響機制差異，以真誠性及專業性作為中介變數，並加入SMI與企業合作時常見的內容創作策略－圖片背景及贊助揭露程度，以進一步發展不同類型SMI進行企業合作時的適配策略。
本研究採用實驗法進行三項實驗，實驗一針對SMI類型（大型vs. 小型）進行實驗，並將SMI性別（男vs. 女）納入實驗設計，排除了該變數對後續實驗的影響，共收回138份有效樣本；實驗二加入干擾變數，並增加奈米SMI的組別以觀察更大粉絲數差距時，SMI之間的機制差異，採用3（SMI類型：大型vs. 小型vs. 奈米） x 2（贊助揭露程度：高vs. 低）x 2（圖片背景：實景vs. 素色）的三因子組間設計，共收回630份有效樣本；由於前兩項實驗的結果不一致，實驗三欲再次驗證不同SMI類型的差異，採用2（SMI類型：大型vs. 小型）x 2（贊助揭露程度：高vs. 低）x 2（圖片背景：實景vs. 素色）的三因子組間設計，共收回409份有效樣本。研究結果發現：（1）大型SMI比小型SMI有更高的專業性及真誠性，並進而影響消費者反應；（2）真誠性無法作為小型SMI之影響機制；（3）相較於大型SMI，小型SMI使用低贊助揭露及實景背景貼文時，更有機會凸顯其真誠性。研究結果為不同SMI類型差異進行了初步研究，並為SMI及品牌方釐清了不同SMI的特性及優勢情境。

As the influencer industry evolves, Macro-Social Media Influencers (Macro-SMIs) gain prominence, while authentic Micro-Social Media Influencers (Micro-SMIs) also rise in popularity. Distinguishing between these two is crucial for businesses in influencer marketing decisions. Past research mostly compared SMIs to traditional celebrities, leaving gaps in understanding SMI types. This study explores these distinctions, using sincerity and expertise as mediating factors, and incorporates photo background and sponsorship disclosure.
This study conducted three experiments. In Experiment 1, we looked at SMI types (macro vs. micro) and included SMI gender (male vs. female) to account for potential effects on subsequent experiments, with 138 valid samples collected. In Experiment 2, we introduced moderating variables and added Nano-SMI groups to observe differences among SMIs with larger follower gaps, collecting 630 valid samples using a 3 (SMI types: macro vs. micro vs. nano) x 2 (sponsorship disclosure: high vs. low) x 2 (photo backgrounds: contextual vs. white) design. Experiment 3, in response to inconsistent results, aimed to reaffirm differences between SMI types, with 409 valid samples and a 2 (SMI types: macro vs. micro) x 2 (sponsorship disclosure: high vs. low) x 2 (photo backgrounds: contextual vs. white) design. The findings of the study reveal: (1) Macro-SMIs demonstrate more expertise and sincerity, influencing consumer responses; (2) Sincerity doesn’t serve as a mechanism of Micro-SMIs; (3) Micro-SMIs can highlight their sincerity effectively, especially with low sponsorship disclosure and contextual backgrounds. The study offers initial insights into the differences among SMI types and clarifies their traits and beneficial situations.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
壹、緒論1
第一節、研究背景1
第二節、研究動機9
第三節、研究問題12
第四節、研究目的12
貳、文獻探討13
第一節、社群媒體影響者（social media influencers, SMI）13
第二節、專業性（expertise）20
第三節、真誠性（sincerely）23
第四節、贊助揭露 (sponsorship disclosure)26
第五節、圖片背景（photography background）29
第六節、產品態度 (product attitude)32
第七節、購買意願 (purchase intention)33
第八節、社群參與 (social engagement)34
參、假說推論35
第一節、研究架構35
第二節、假說推論36
肆、實驗一45
第一節、研究方法45
第二節、分析結果51
伍、實驗二60
第一節、研究方法60
第二節、分析結果65
陸、實驗三94
第一節、研究方法94
第二節、分析結果99
柒、結論114
第一節、主要發現與討論114
第二節、理論貢獻119
第三節、實務貢獻121
第四節、研究限制與未來方向124
參考文獻127
附錄145

Hello Catie（2022年10月30日）。這一切越來越荒謬!!!［Video］。YouTube。https://youtu.be/WgbAnGMI9II
KOL Radar（2022年3月1日）。2022網紅行銷趨勢報告書。iKala。https://www.kolradar.com/reports/2022-influencer-marketing-trend
OOSGA Analytics（2023年1月25日）。社群媒體現況－2023年的主要發展趨勢與平台特性為何？。https://zh.oosga.com/social-media/
Partipost（2022）。2022年度網紅行銷趨勢報告。https://partipost.com/tw/2022/03/03/2022_marketing-annual-report/?gclid=Cj0KCQiA9YugBhCZARIsAACXxeIUfD8IZ5dWPl7PYo9FGtal08aXEoqqM5qmdJ2YmOPV_Rv4ROnYau0aAmvqEALw_wcB
台灣數位媒體應用暨行銷協會（2022年6月15日）。2021台灣數位廣告統計報告。https://www.dma.org.tw/trend/2
先勢行銷、OpView（2021）。後疫情時代：2021年第三類媒體年度報告。https://www.opview.com.tw/report/20220223/24426
周軒逸、呂姿穎（2022）。競選廣告美學對選民的候選人知覺、態度與投票意願之影響。管理學報，39(2)，203-234。
周軒逸、廖冠聿（2021）。第一或第三人稱視角：業配文圖片視角對於消費者產品態度與購買意願之影響。資訊管理學報，28(3)，247-280。
財團法人台灣網路資訊中心（2022）。2022台灣網路報告。https://report.twnic.tw/2022/assets/download/TWNIC_TaiwanInternetReport_2022_CH.pdf
曾光華（2016）。消費者行為。前程文化。
數位時代、KOL Radar（2022年10月01日）。2022台灣百大影響力網紅數據洞察報告書。iKala。https://www.kolradar.com/reports/2022-top100-kol
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of consumer research, 31(1), 1-16.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261.
Al-Emadi, F. A., & Yahia, I. B. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. Journal of Research in Interactive Marketing.
Alaerts, K., Heremans, E., Swinnen, S. P., & Wenderoth, N. (2009). How are observed actions mapped to the observer’s motor system? Influence of posture and perspective. Neuropsychologia, 47(2), 415-422.
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374.
Ambler, T., & Hollier, E. A. (2004). The waste in advertising is the part that works. Journal of Advertising Research, 44(4), 375-389.
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International journal of advertising, 27(2), 209-234.
Applbaum, R. F., & Anatol, K. W. (1972). The factor structure of source credibility as a function of the speaking situation.
Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112, 106443.
Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46.
Balaban, D. C., & Szambolics, J. (2022). A proposed model of self-perceived authenticity of social media influencers. Media and Communication, 10(1), 235-246.
Bekk, M., & Spörrle, M. (2010). The influence of perceived personality characteristics on positive attitude towards and suitability of a celebrity as a marketing campaign endorser. The Open Psychology Journal, 3(1).
Beukeboom, C. J., Kerkhof, P., & De Vries, M. (2015). Does a virtual like cause actual liking? How following a brand's Facebook updates enhances brand evaluations and purchase intention. Journal of Interactive Marketing, 32(1), 26-36.
Beverland, M. (2006). The ‘real thing’: Branding authenticity in the luxury wine trade. Journal of business research, 59(2), 251-258.
Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of management studies, 42(5), 1003-1029.
Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of consumer research, 36(5), 838-856.
Bhatt, N., Jayswal, R. M., & Patel, J. D. (2013). Impact of celebrity endorser's source credibility on attitude towards advertisements and brands. South Asian Journal of Management, 20(4), 74.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior, 9th Eds. New Youk: Harcourt.
Blanchot, M., & Rottenberg, E. (1997). Friendship. Stanford University Press.
Boerman, S. C. (2020). The effects of the standardized Instagram disclosure for micro-and meso-influencers. Computers in Human Behavior, 103, 199-207.
Boerman, S. C., & Van Reijmersdal, E. A. (2016). Informing consumers about “hidden” advertising: A literature review of the effects of disclosing sponsored content. Advertising in new formats and media, 115-146.
Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10, 3042.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2012). Sponsorship disclosure: Effects of duration on persuasion knowledge and brand responses. Journal of Communication, 62(6), 1047-1064.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology & Marketing, 31(3), 214-224.
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191.
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
Britt, R. K., Hayes, J. L., Britt, B. C., & Park, H. (2020). Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers. Journal of interactive advertising, 20(2), 111-118.
Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: sponsorship disclosure and value co-creation behaviour. Marketing Intelligence & Planning, 40(7), 854-870.
Buss, D. M. (1991). Conflict in married couples: Personality predictors of anger and upset. Journal of personality, 59(4), 663-688.
Cain, R. M. (2011). Embedded advertising on television: Disclosure, deception, and free speech rights. Journal of Public Policy & Marketing, 30(2), 226-238.
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110-123.
Carr, C. T., & Hayes, R. A. (2014). The effect of disclosure of third-party influence on an opinion leader's credibility and electronic word of mouth in two-step flow. Journal of interactive advertising, 14(1), 38-50.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of business research, 117, 510-519.
Chang, C. (2013). Imagery fluency and narrative advertising effects. Journal of Advertising, 42(1), 54-68.
Chen, Y. (2016). The rise of ‘micro-influencers’ on Instagram. Journal of Digital and Social Marketing, 7, 105-121.
Chisholm, J. D., Chapman, C. S., Amm, M., Bischof, W. F., Smilek, D., & Kingstone, A. (2014). A cognitive ethology study of first-and third-person perspectives. PloS one, 9(3), e92696.
Choi, S. M., & Rifon, N. J. (2002). Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of interactive advertising, 3(1), 12-24.
Choi, Y. K., Zhang, R., & Sung, C. (2023). Attractiveness or expertise? Which is more effective in beauty product endorsement? Moderating role of social distance. International journal of advertising, 1-25.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands. Journal of Advertising Research, 52(1), 53-64.
Chun, C. S., Lim, W. M., Tan, R. W., & Teh, E. W. (2018). Impact of social media influencer on Instagram user purchase intention: the fashion industry UTAR].
Chung, S., & Cho, H. (2014). Parasocial relationship via reality TV and social media: its implications for celebrity endorsement. Proceedings of the ACM International Conference on Interactive Experiences for TV and Online Video,
Chung, Y., Lee, S., & Kim, E. (2022). The Effects of Influencer Types and Sponsorship Disclosure in Instagram Sponsored Posts. Journal of Current Issues & Research in Advertising, 1-19.
Chung, Y., Lee, S., & Kim, E. (2023). The effects of influencer types and sponsorship disclosure in instagram sponsored posts. Journal of Current Issues & Research in Advertising, 44(2), 193-211.
Colliander, J., & Erlandsson, S. (2015). The blog and the bountiful: Exploring the effects of disguised product placement on blogs that are revealed by a third party. Journal of Marketing Communications, 21(2), 110-124.
Coursaris, C. K., Van Osch, W., & Kourganoff, C. (2018). Designing the medium and the message for sponsorship recognition on social media: The interplay of influencer type, disclosure type, and consumer culture. SIGCHI 2018 Proceedings, 15.
Dai, B. (2007). The impact of online shopping experience on risk perceptions and online purchase intentions: the moderating role of product category and gender
De Cicco, R., Iacobucci, S., & Pagliaro, S. (2021). The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency. International journal of advertising, 40(5), 733-759.
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309-325.
De Jans, S., Van de Sompel, D., De Veirman, M., & Hudders, L. (2020). # Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations. Computers in Human Behavior, 109, 106342.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising. International journal of advertising, 39(1), 94-130.
DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current issues and research in advertising, 8(1), 17-52.
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
Dhanik, T. (2016). Micro, not macro: Rethinking influencer marketing. AdAge.[online] Viitattu, 5, 2018.
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human communication research, 42(1), 21-44.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Duffy, B. E. (2017). (Not) getting paid to do what you love: Gender, social media, and aspirational work. Yale University Press.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
Engel, J., & Roger, D. (1995). Blackwell and PW Miniard,“. Consumer Behavior Rather languages: Budyanto.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
Erz, A., & Heeris Christensen, A.-B. (2018). Transforming consumers into brands: Tracing transformation processes of the practice of blogging. Journal of Interactive Marketing, 43(1), 69-82.
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of interactive advertising, 17(2), 138-149.
Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & management, 55(8), 956-970.
Fink, J. S., Cunningham, G. B., & Kensicki, L. J. (2004). Using athletes as endorsers to sell women’s sport: Attractiveness vs. expertise. Journal of Sport management, 18(4), 350-367.
Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook–A longitudinal study. Journal of business research, 113, 149-157.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International journal of advertising, 34(1), 6-16.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
Gaziano, C., & McGrath, K. (1986). Measuring the concept of credibility. Journalism quarterly, 63(3), 451-462.
Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self‐concept and consumer engagement in social media: The role of the source. Psychology & Marketing, 37(3), 457-465.
González-Rodríguez, M. R., Martínez-Torres, R., & Toral, S. (2016). Post-visit and pre-visit tourist destination image through eWOM sentiment analysis and perceived helpfulness. International Journal of Contemporary Hospitality Management.
Grabe, M. E., & Bucy, E. P. (2009). Image bite politics: News and the visual framing of elections. Political Psychology.
Greene, K., Derlega, V. J., & Mathews, A. (2006). Self-disclosure in personal relationships. The Cambridge handbook of personal relationships, 409, 427.
Gupta, T., & Hagtvedt, H. (2021). Safe together, vulnerable apart: How interstitial space in text logos impacts brand attitudes in tight versus loose cultures. Journal of consumer research, 48(3), 474-491.
Hargittai, E., & Litt, E. (2011). The tweet smell of celebrity success: Explaining variation in Twitter adoption among a diverse group of young adults. New media & society, 13(5), 824-842.
Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45, 312-335.
Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of Communication, 61(6), 1104-1121.
Hayes, J. L., King, K. W., & Ramirez Jr, A. (2016). Brands, friends, & viral advertising: A social exchange perspective on the ad referral processes. Journal of Interactive Marketing, 36(1), 31-45.
Hearn, A., & Schoenhoff, S. (2016). From celebrity to influencer. A companion to celebrity. In: Wiley: London.
Herron, T. L. (1996). The persuasion effects of time pressure and source expertise in an audit setting: An elaboration likelihood application. The University of Texas at Arlington.
Hill, S. R., Troshani, I., & Chandrasekar, D. (2017). Signalling effects of vlogger popularity on online consumers. Journal of Computer Information Systems.
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47, 161-185.
Homer, P. M. (1995). Ad size as an indicator of perceived advertising costs and effort: The effects on memory and perceptions. Journal of Advertising, 24(4), 1-12.
Homer, P. M., & Kahle, L. R. (1990). Source expertise, time of source identification, and involvement in persuasion: An elaborative processing perspective. Journal of Advertising, 19(1), 30-39.
Hootsiute. (2022). Social media trends 2023. https://www.hootsuite.com/research/social-trends
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229.
Hosie, R. (2019). Why brands are turning away from big Instagram influencers to work with people who have small followings instead. Business Insider.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion.
Hu, L., Min, Q., Han, S., & Liu, Z. (2020). Understanding followers’ stickiness to digital influencers: The effect of psychological responses. International Journal of Information Management, 54, 102169.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International journal of advertising, 40(3), 327-375.
Hwang, Y., & Jeong, S.-H. (2016). “This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts. Computers in Human Behavior, 62, 528-535.
InfluencerMarketingHub. (2023). The state of influencer marketing 2023: Benchmark report. https://influencermarketinghub.com/influencer-marketing-benchmark-report
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
Jacobs, L., & Poillon, C. L. (1992). White space in newspaper grocery advertising: Some new findings. Journal of Current Issues & Research in Advertising, 14(2), 69-75.
Janssen, L., van Sprang, B., & Fransen, M. (2017). Het effect van sponsorvermeldingen op merkevaluaties en geloofwaardigheid van bloggersDit artikel is onder hoofdredactie van Hilde van den Bulck (Universiteit Antwerpen) behandeld. De rol van tweezijdige boodschappen. Tijdschrift voor Communicatiewetenschap, 45(1).
Jin, S.-A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019a). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019b). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
Jin, S. V., & Ryu, E. (2020). “I'll buy what she's# wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121.
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of marketing management, 36(3-4), 248-278.
Keib, K., & Wojdynski, B. (2019). Staying alive: TV news Facebook posts, perceived credibility, and engagement intent. Electronic news, 13(1), 3-22.
Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: the role of brand familiarity. Journal of Marketing, 58(3), 97-105.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
Ki, C.-W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
Kim, D. Y., & Kim, H.-Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of business research, 130, 405-415.
Kim, S., Kandampully, J., & Bilgihan, A. (2018). The influence of eWOM communications: An application of online social network framework. Computers in Human Behavior, 80, 243-254.
Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of consumer research, 17(2), 160-171.
Kirwan, D. (2018). Are social media influencers worth the investment. Forbes, August, 21.
Klassen, K. M., Douglass, C. H., Brennan, L., Truby, H., & Lim, M. S. (2018). Social media use for nutrition outcomes in young adults: a mixed-methods systematic review. International Journal of Behavioral Nutrition and Physical Activity, 15(1), 1-18.
Korotina, A., & Jargalsaikhan, T. (2016). Attitude towards Instagram micro-celebrities and their influence on consumers' purchasing decisions. In.
Koslow, S. (2000). Can the truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer skepticism. Journal of consumer Affairs, 34(2), 245-267.
Kreling, R., Meier, A., & Reinecke, L. (2022). Feeling authentic on social media: Subjective authenticity across Instagram stories and posts. Social Media+ Society, 8(1), 20563051221086235.
Krishna, A., & Elder, R. S. (2011). The gist of gustation: an exploration of taste, food, and consumption. In Sensory Marketing (pp. 311-332). Routledge.
Krishnamurthy, P., & Sujan, M. (1999). Retrospection versus anticipation: The role of the ad under retrospective and anticipatory self-referencing. Journal of consumer research, 26(1), 55-69.
Kühn, J., & Riesmeyer, C. (2021). Brand Endorsers with Role Model Function. MedienPädagogik: Zeitschrift Für Theorie Und Praxis der Medienbildung, 43(43), 67-96.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of service research, 13(3), 297-310.
Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research.
Laroche, M., Yang, Z., McDougall, G. H., & Bergeron, J. (2005). Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences. Journal of retailing, 81(4), 251-267.
Lavie, T., & Tractinsky, N. (2004). Assessing dimensions of perceived visual aesthetics of web sites. International journal of human-computer studies, 60(3), 269-298.
Lazer, D. M., Baum, M. A., Benkler, Y., Berinsky, A. J., Greenhill, K. M., Menczer, F., Metzger, M. J., Nyhan, B., Pennycook, G., & Rothschild, D. (2018). The science of fake news. Science, 359(6380), 1094-1096.
Lee, E.-J. (2020). Authenticity model of (mass-oriented) computer-mediated communication: Conceptual explorations and testable propositions. Journal of Computer-Mediated Communication, 25(1), 60-73.
Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic commerce research and applications, 7(3), 341-352.
Lee, J. A. (2020). What makes social media influencers authentic? Understanding perceived authenticity of social media influencers.
Lee, J. A., & Eastin, M. S. (2020). I like what she’s# endorsing: The impact of female social media influencers’ perceived sincerity, consumer envy, and product type. Journal of interactive advertising, 20(1), 76-91.
Lee, J. A., & Eastin, M. S. (2021). Perceived authenticity of social media influencers: scale development and validation. Journal of Research in Interactive Marketing, 15(4), 822-841.
Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of business research, 69(12), 5753-5760.
Lee, J. K., Lee, S.-Y., & Hansen, S. S. (2017). Source credibility in consumer-generated advertising in YouTube: The moderating role of personality. Current Psychology, 36, 849-860.
Lee, S. Y. (2018). Effects of relational characteristics of an answerer on perceived credibility of informational posts on social networking sites: the case of Facebook. Information Research: An International Electronic Journal, 23(3), n3.
Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism management, 33(5), 1270-1280.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.
Li, Y., & Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. Journal of marketing research, 57(1), 1-19.
Libby, L. K., & Eibach, R. P. (2011). Visual perspective in mental imagery: A representational tool that functions in judgment, emotion, and self-insight. In Advances in experimental social psychology (Vol. 44, pp. 185-245). Elsevier.
Lin, H.-C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431-442.
Lohse, G. L., & Rosen, D. L. (2001). Signaling quality and credibility in yellow pages advertising: The influence of color and graphics on choice. Journal of Advertising, 30(2), 73-83.
Lombard, M., & Snyder-Duch, J. (2001). Interactive advertising and presence: A framework. Journal of interactive advertising, 1(2), 56-65.
Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21.
Lou, C., Tan, S.-S., & Chen, X. (2019). Investigating consumer engagement with influencer-vs. brand-promoted ads: The roles of source and disclosure. Journal of interactive advertising, 19(3), 169-186.
Lu, L.-C., Chang, W.-P., & Chang, H.-H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266.
MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of consumer research, 13(4), 473-491.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65.
Maier, E., & Dost, F. (2018). The positive effect of contextual image backgrounds on fluency and liking. Journal of Retailing and Consumer Services, 40, 109-116.
MarketsandMarkets. (2023). Social Media Management Market. https://www.marketsandmarkets.com/Market-Reports/social-media-management-market-321810.html
Marques, I. R., Casais, B., & Camilleri, M. A. (2021). The effect of macrocelebrity and microinfluencer endorsements on consumer–brand engagement in instagram. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of marketing management, 36(7-8), 579-607.
Marwick, A. (2013). They’re really profound women, they’re entrepreneurs’: Conceptions of authenticity in fashion blogging. 7th international AIII conference on weblogs and social media (ICWSM),
Marwick, A., & Boyd, D. (2011). To see and be seen: Celebrity practice on Twitter. Convergence, 17(2), 139-158.
Marwick, A. E. (2013). Status update: Celebrity, publicity, and branding in the social media age. yale university press.
Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public culture, 27(1 (75)), 137-160.
Maslowska, E., Malthouse, E. C., & Collinger, T. (2016). The customer engagement ecosystem. Journal of marketing management, 32(5-6), 469-501.
McCabe, D. B., & Nowlis, S. M. (2003). The effect of examining actual products or product descriptions on consumer preference. Journal of consumer psychology, 13(4), 431-439.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
McCroskey, J. C. (1966). Scales for the measurement of ethos.
McQuarrie, E. F., Miller, J., & Phillips, B. J. (2013). The megaphone effect: Taste and audience in fashion blogging. Journal of consumer research, 40(1), 136-158.
McRae, S. (2017). Get off my internets: How anti-fans deconstruct lifestyle bloggers' authenticity work. Persona Studies, 3(1), 13-27.
Meeds, R. (2004). Cognitive and attitudinal effects of technical advertising copy: the roles of gender, self-assessed and objective consumer knowledge. International journal of advertising, 23(3), 309-335.
Metzger, M. J., & Flanagin, A. J. (2013). Credibility and trust of information in online environments: The use of cognitive heuristics. Journal of pragmatics, 59, 210-220.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of consumer psychology, 25(2), 200-218.
Moshagen, M., & Thielsch, M. T. (2010). Facets of visual aesthetics. International journal of human-computer studies, 68(10), 689-709.
Mudambi, S. M., & Schuff, D. (2010). Research note: What makes a helpful online review? A study of customer reviews on Amazon. com. MIS quarterly, 185-200.
Mullet, G. M., & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of marketing research, 22(1), 93-96.
Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in Human Behavior, 93, 226-234.
Na, S., Kunkel, T., & Doyle, J. (2020). Exploring athlete brand image development on social media: The role of signalling through source credibility. European Sport Management Quarterly, 20(1), 88-108.
Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008.
Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of business research, 52(3), 235-247.
Nunnally, J. C., & Bernstein, I. (1978). Psychometric testing. In: New York: McGraw-Hill.
Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad skepticism: The consequences of disbelief. Journal of Advertising, 34(3), 7-17.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research.
Olsen, G. D., Pracejus, J. W., & O'Guinn, T. C. (2012). Print advertising: White space. Journal of business research, 65(6), 855-860.
Orús, C., Gurrea, R., & Flavián, C. (2017). Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention. Electronic Commerce Research, 17, 661-700.
Pai, P.-Y., & Tsai, H.-T. (2011). How virtual community participation influences consumer loyalty intentions in online shopping contexts: An investigation of mediating factors. Behaviour & Information Technology, 30(5), 603-615.
Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., & Seo, Y. (2021). David and Goliath: when and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602.
Policarpo, V. (2015). What is a friend? An exploratory typology of the meanings of friendship. Social Sciences, 4(1), 171-191.
Pollay, R. W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18-36.
Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S.-M. (2021). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. In Social Media Influencers in Strategic Communication (pp. 103-118). Routledge.
Pracejus, J. W., O'Guinn, T. C., & Olsen, G. D. (2013). When white space is more than “burning money”: Economic signaling meets visual commercial rhetoric. International Journal of Research in Marketing, 30(3), 211-218.
Pracejus, J. W., Olsen, G. D., & O'guinn, T. C. (2006). How nothing became something: White space, rhetoric, history, and meaning. Journal of consumer research, 33(1), 82-90.
Pradhan, D., Kapoor, V., & Moharana, T. R. (2017). One step deeper: gender and congruity in celebrity endorsement. Marketing Intelligence & Planning, 35(6), 774-788.
Raman, N. V. (1996). Determinants of desired exposure to interactive advertising. The University of Texas at Austin.
Rao Hill, S., & Qesja, B. (2023). Social media influencer popularity and authenticity perception in the travel industry. The Service Industries Journal, 43(5-6), 289-311.
Rasmussen, L. (2018). Parasocial interaction in the digital age: An examination of relationship building and the effectiveness of YouTube celebrities. The Journal of social media in society, 7(1), 280-294.
Reber, R., Schwarz, N., & Winkielman, P. (2004). Processing fluency and aesthetic pleasure: Is beauty in the perceiver's processing experience? Personality and social psychology review, 8(4), 364-382.
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of marketing management, 36(3-4), 279-298.
Rennie, L. J., Harris, P. R., & Webb, T. L. (2014). The impact of perspective in visualizing health‐related behaviors: First‐person perspective increases motivation to adopt health‐related behaviors. Journal of Applied Social Psychology, 44(12), 806-812.
Robins, R. W., Caspi, A., & Moffitt, T. E. (2000). Two personalities, one relationship: both partners' personality traits shape the quality of their relationship. Journal of personality and social psychology, 79(2), 251.
Sah, S., Malaviya, P., & Thompson, D. (2018). Conflict of interest disclosure as an expertise cue: Differential effects due to automatic versus deliberative processing. Organizational Behavior and Human Decision Processes, 147, 127-146.
Sakib, M. N., Zolfagharian, M., & Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness. Journal of Retailing and Consumer Services, 52, 101733.
Schorn, A., Vinzenz, F., & Wirth, W. (2022). Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers. Young Consumers.
Schouten, A. P., & Janssen, L. (2019). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International journal of advertising, 36(5).
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International journal of advertising, 39(2), 258-281.
Schroeder, J. E. (2013). Style and strategy: Snapshot aesthetics in brand culture. In Imagining Organizations (pp. 139-161). Routledge.
Scott, L. M., & Vargas, P. (2007). Writing with pictures: Toward a unifying theory of consumer response to images. Journal of consumer research, 34(3), 341-356.
Senft, T. M. (2008). Camgirls: Celebrity and community in the age of social networks (Vol. 4). Peter Lang.
Serafinelli, E., & Serafinelli, E. (2018). Visual media marketing.
Sharma, N., & Varki, S. (2018). Active white space (AWS) in logo designs: effects on logo evaluations and brand communication. Journal of Advertising, 47(3), 270-281.
Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97.
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526.
Simpson, E. K., & Kahler, R. C. (1981). A Scale for source credibility; Validated in the selling context. Journal of Personal Selling & Sales Management, 1(1), 17-25.
Smallenbroek, O., Zelenski, J. M., & Whelan, D. C. (2017). Authenticity as a eudaimonic construct: The relationships among authenticity, values, and valence. The Journal of Positive Psychology, 12(2), 197-209.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
Stephens, K. K., Waller, M. J., & Sohrab, S. G. (2019). Over-emoting and perceptions of sincerity: Effects of nuanced displays of emotions and chosen words on credibility perceptions during a crisis. Public Relations Review, 45(5), 101841.
Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of consumer research, 4(4), 252-260.
Stever, G. S., & Lawson, K. (2013). Twitter as a way for celebrities to communicate with fans: Implications for the study of parasocial interaction. North American journal of psychology, 15(2).
Stubb, C., & Colliander, J. (2019). “This is not sponsored content”–The effects of impartiality disclosure and e-commerce landing pages on consumer responses to social media influencer posts. Computers in Human Behavior, 98, 210-222.
Tessitore, T., & Geuens, M. (2013). PP for ‘product placement’or ‘puzzled public’? The effectiveness of symbols as warnings of product placement and the moderating role of brand recall. International journal of advertising, 32(3), 419-442.
Trammell, K. D., & Keshelashvili, A. (2005). Examining the new influencers: A self-presentation study of A-list blogs. Journalism & mass communication quarterly, 82(4), 968-982.
Trilling, L. (2009). Sincerity and authenticity. Harvard University Press.
Tsai, W.-H. S., & Men, L. R. (2017). Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites. New media & society, 19(11), 1848-1867.
Unnava, H. R., & Burnkrant, R. E. (1991). An imagery-processing view of the role of pictures in print advertisements. Journal of marketing research, 28(2), 226-231.
Uribe, R., Buzeta, C., & Velásquez, M. (2016). Sidedness, commercial intent and expertise in blog advertising. Journal of business research, 69(10), 4403-4410.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of service research, 13(3), 253-266.
Wakita, M., & Hiraishi, H. (2011). Effects of handedness and viewing perspective on Broca's area activity. Neuroreport, 22(7), 331-336.
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16-32.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208.
Warren, J. (2019). 10 strategies to drive traffic and sales from Instagram. https://towardsdatascience.com/web-scraping-is-now-legal-6bf0e5730a78
WeAreSocial&Hootsuite. (2022). Digital 2022: Taiwan. https://datareportal.com/reports/digital-2022-taiwan
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), 160-170.
White, K., Sheehan, P. W., & Ashton, R. (1977). Imagery assessment: A survey of self-report measures. Journal of Mental Imagery.
Wiedmann, K.-P., & Von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise–social influencers’ winning formula? Journal of product & brand management, 30(5), 707-725.
Wissman, B. (2018). Micro-influencers: The marketing force of the future. Forbes. https://bit. ly/3iV9xXN.
Wojdynski, B. W., & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.
Wong, K. (2014). How Influencer Marketing will change in 2015. Forbes. Consultado el, 26.
Wu, M., Huang, Y., Li, R., Bortree, D. S., Yang, F., Xiao, A., & Wang, R. (2016). A tale of two sources in native advertising: Examining the effects of source credibility and priming on content, organizations, and media evaluations. American Behavioral Scientist, 60(12), 1492-1509.
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213.
Yang, S.-U., Kang, M., & Johnson, P. (2010). Effects of narratives, openness to dialogic communication, and credibility on engagement in crisis communication through organizational blogs. Communication research, 37(4), 473-497.
Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of business research, 67(11), 2464-2472.