How the Impact of Social Media Influencer Disclosures Changes over Time
通过在线实验，研究了多次接触网红促销内容对品牌态度和购买意愿的短期负面影响，但这种影响会随时间消散，对营销管理者有参考价值。
Despite substantial research on disclosure-related effects in social media influencer advertising, less is known about the impact of varied exposure levels on social media influencer advertising outcomes over time. Through a mixed-factorial online experiment, the authors of this study explore how evaluative persuasion knowledge expressed through skepticism mediates the effects of disclosures and exposure level on brand attitude and purchase intention measured at an initial data collection point and a second one 20 days later. Of specific interest to managers using social media influencer advertising, this article finds that multiple exposures to promotional social media influencer content has negative short-term effects for the brand that appear to dissipate over time.