The discomfort viewers feel when exposed to an advertisement.
Published in Chapter:
A Conceptual Framework for Consumer Engagement in Social Media Influencer Posts
Aswathi Kanaveedu (School of Business and Management, Christ University, Bengaluru, India),
Jacob Joseph Kalapurackal (School of Business and Management, Christ University, Bengaluru, India),
Elangovan N. (School of Business and Management, Christ University, Bengaluru, India), and
Mudita Sinha (School of Business and Management, Christ University, Bengaluru, India)
Copyright: © 2024
|Pages: 17
DOI: 10.4018/979-8-3693-2754-8.ch004
Abstract
Influencer marketing has received significant attention and is considered as the best way to build consumer engagement with the brand. However, research on Influencer marketing is burgeoning, and it is important to study the consumer behaviour associated with influencer marketing. Therefore, this study proposes a logical conceptual framework by integrating various construct such as ad recognition, informativeness, deceptiveness, irritation, entertainment, ad content value, and consumer engagement from various theories and provides implications for marketers to frame an effective marketing campaign and policymakers to formulate policies to protect consumers from deceptive advertising practice.