The Impact of Self-Disclosure by Social Media Influencers on Consumer Behaviour: An Abstract

Abstract

Today, social media influencers (SMI) are key marketing agents, core to a brands digital strategy. Current knowledge on personal self-disclosure by marketing agents assert that such disclosure is detrimental to brands and should be avoided (Jacobs et al. 2001; Andersson et al. 2016). Influencers challenge this status quo, as self-disclosure is known to be central to their success. The aim of the present research is to provide the first understanding of the role of self-disclosure by SMI on consumer behaviour. Self-disclosure is “the act of revealing and sharing personal information with others” (Jourard 1971). Self-disclosure has two main dimensions which are breadth (quantity) and depth (quality) (Collins and Miller 1994). Breadth refers to the number of different topical areas (items) in a person’s life included in the disclosure (Utz 2015). On the other hand, depth refers to the level of intimacy of the information disclosed. A between-subject experiment (n = 454, 2 × 2 × 2) examined, disclosure depth, breadth and gender of Instagram travel influencers, on Appropriateness, Affective Trust, Cognitive Trust, Product Attitude, Purchase Intention, and Electronic Word of Mouth (eWOM). Findings, contrast existing knowledge promoting greater self-disclosure, leads to favourable consumer behaviour, a relationship mediated by appropriateness, affective and cognitive trust, and product attitude. Primarily this study extends knowledge of self-disclosure of marketing agents as well as highlight the importance of appropriateness. Implications for marketers are also provided. This paper has a multi-disciplinary nature and accordingly it contributes to different literatures. First, it extends literature of self-disclosure to new important key players on SNS, whom are SMI. Up to our knowledge none of the literature that explores SMI have focused on their self-disclosure and its impact on consumer behaviour. Additionally, this paper highlights the importance of appropriateness, which plays a key mediator role in this relationship. In terms of practical contribution, it provides important implications for influencers. For example, SMI should incorporate self-disclosure with high depth and breadth in their marketing strategy as long as it will be perceived as appropriate by their followers in order to have a positive impact on consumer behaviour.