The mechanism of social media marketing: influencer characteristics, consumer empathy, immersion, and sponsorship disclosure
Abstract
Recently, influencer marketing and sponsorship activities have been crucial in marketing communication. This paper explores the relationship between influencers’ characteristics (i.e., centrality and trustworthiness), the efficacy of social media posting (i.e., empathy and immersion), and consumers’ product attitude. The study further reveals a critical role of sponsorship disclosure in this mechanism. Based on the data from social media users, our findings demonstrated that influencers’ centrality and trustworthiness were positively related to consumers’ empathic response and immersion toward the social media posting. Consumers’ empathy and immersion strongly mediate the link between influencers’ characteristics and consumers’ attitudes toward the product. Notably, the current study also indicated the moderating role of sponsorship activities and found different effects of centrality and trustworthiness with an apparent sponsorship disclosure. Theoretical and practical implications are further elaborated.
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Aspirational travellers are motivated by a desire to emulate a lifestyle portrayed by the influencer.
“They are motivated by a desire to emulate a lifestyle portrayed by the influencer”
From Influencer Marketing and Tourist Behaviour: A Systematic Literature Review of Attitudes, Intentions and Behaviours in Tourism (2026) · cites this paper as Jung and Im 2021
Aspirational travellers are influenced by influencers who showcase luxury, high-end travel and exclusive destinations.
“Aspirational Travellers (Jung and Im 2021) These tourists are influenced by influencers who showcase luxury, high-end travel and exclusive destinations.”
From Influencer Marketing and Tourist Behaviour: A Systematic Literature Review of Attitudes, Intentions and Behaviours in Tourism (2026) · cites this paper as Jung and Im 2021
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From Athlete to Influencer: Analyzing the Rise of Deion Sanders and the Power of Well Off Media
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- Authors
- Jung, N., & Im, S.
- Affiliations
- Yonsei School of Business, Yonsei University, Seoul, Republic of Korea
- University of Tennessee at Chattanooga (US)
- ORCID
- Im, Subin
- Venue
- International Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2021-11-17
- Volume
- 40
- Issue
- 8
- Pages
- 1265-1293
- ISSN
- 0265-0487 (ISSN-L)
- 1759-3948
- OpenAlex
- W4200271965
- Cited by
- 60
- References
- 76
- Citations by year
- 2026: 21 · 2025: 11 · 2024: 15 · 2023: 10 · 2022: 3
- FWCI
- 9.70
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Advertising (publishedVersion)
- Funders
- 'Brain Korea 21 Fostering Outstanding Universities for Research (BK21 FOUR)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- influencer marketing, social media marketing, influencer trustworthiness, consumer empathy, consumer immersion, sponsorship disclosure, product attitude, mediation, moderating effect
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