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Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns

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  • AlRabiah, Sara
  • Marder, Ben
  • Marshall, David
  • Angell, Rob

Abstract

Social media influencers (SMIs) offer a unique form of electronic word-of-mouth (eWOM), disclosing personal information (e.g., daily routines, major life events) as part of their pitch when promoting products. To date, no research has explored if, and how, social self-disclosure impacts the way recipients respond to promotions and the influencer themselves. Through four studies deploying a mixed method design (total N = 888), we redress this knowledge gap. We find that increased depth and breadth in social self-disclosure is viewed as inappropriate, reducing trust and purchase intent. We further validate appropriateness as the critical mediator in understanding the impact of self-disclosure within this marketing context. We also establish that the context of the post (sponsored vs non-sponsored) and the audiences’ social media usage intensity together act as a boundary condition to the effects of high self-disclosure by SMI’s.

Suggested Citation

  • AlRabiah, Sara & Marder, Ben & Marshall, David & Angell, Rob, 2022. "Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns," Journal of Business Research, Elsevier, vol. 152(C), pages 93-105.
    • Handle: RePEc:eee:jbrese:v:152:y:2022:i:c:p:93-105
    DOI: 10.1016/j.jbusres.2022.07.029
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