On Monday, February 13, 2023, the Faculty of Business Administration held a monthly journal sharing session at Meeting room B with the participation of leaders and lecturers of Faculty of Business Administration. In this activity, MSc. Pham Thi Quynh Anh presented a research paper titled “The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency”
Nowadays, many brands exploits Instagram as a channel to promote, advertise their products and services, and benefit from the potential of influencer marketing. As a result, a detailed investigation into the impact of influencer’s advertising on Instagram is needed more than ever. The present study addresses a pattern related to influencer-product fit, sponsorship transparency, and ad visibility in celebrity posts on social networks. The results of the study show a positive impact of the fit between the influencer and the product on the attitude, trust and intention to continue following these influencers from the participants.
The study also found that, the higher the match between the product and the influencer, the less likely the influencer's posts will be recognized by viewers, unless there is clear signs like the text confirm this is a promotional post.
At the end of the presentation, Dr. Tran Cong Duc and Dr. Tran Thi Phi Phung made comments on the topic as well as further development directions of the research paper.
Photos of the academic session: Faculty lecturers discuss questions around the presented topic:
