ESCP Europe

Langue

English

Publication year

01/09/2019

Highlights •Awareness of paid endorsement is correlated with ad recognition, which is correlated with purchase and eWOM intentions.•Awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions.•However, ad recognition does not affect influencer-follower relationship.•Disclosure of paid endorsement enhances followers' perceptions of influencer’s openness and transparency.•Perceptions of influencer's openness and transparency could positively affect influencer-follower relationships, and behavioral outcomes.