'Urrgh.. will they stop going on about their relationships': An examination of self-disclosure by travel influencers on consumer outcomes
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Date
31/07/2021Item status
Restricted AccessEmbargo end date
31/07/2022Author
AlRabiah, Sara
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Abstract
This thesis examines the impact of self-disclosure by Social Media Influencers (SMIs)
on consumer outcomes with particular reference to travel influencers. It is until now
unknown whether intimate self-disclosure by SMIs is beneficial or detrimental to the
influencer-consumer relationship. Adopting a pragmatic stance, this thesis employs a
mixed methods explanatory design—two experimental studies and one interview
study—to provide a nuanced understanding of the impact of influencers’ self-disclosures. Study 1 found that high depth and breadth of self-disclosure negatively
impact consumer purchase intention and WOM intention. This relationship was
mediated by the perceived appropriateness of the disclosure, trust, and product
attitude, supporting the (ISDM) Influencer Self-disclosure Model. Study 2 confirmed
the critical role that appropriateness played in the relationship between social self-disclosure and consumer outcomes. Study 3 found that followers consider travel
influencers’ social self-disclosures less desirable than travel self-disclosure or travel
content; but not all social self-disclosure negatively impacts consumers’ perceptions.
In fact, within specific bounds (i.e., no more than 20% of content being social self-disclosure, separation of social self-disclosure from promotional content,
appropriateness of delivery and content, and authenticity), social self-disclosure can
provoke positive reactions from followers. Theoretical contributions to the areas of
digital marketing, social media communicative norms, and travel literature; and
practical implications for influencers, marketing firms, and salespeople are provided.