In a contributed article, Professor Serim Hwang of Sungkyunkwan University's SKK GSB stated that when influencers disclose that their content is sponsored, they can build authenticity and trust with their audience.

After analyzing research based on in-depth interviews with 185 consumers and influencers, conducted by research teams from Georgia State University in the U.S., Imperial College London in the U.K., and Unilever, Prof. Hwang noted the following findings:

She pointed out, "Contrary to the common perception that sponsored content is negatively received by consumers, influencers can build authenticity and trust with their audience when they disclose brand sponsorships in a humorous way."

In particular, the younger generation who grew up in a digital world reacts more positively to sponsored content when influencers disclose it in a positive manner.

"Ultimately, in order to succeed in influencer marketing, brands need to provide guidance and support to influencers so that they reveal their sponsorships to their audiences," Prof. Hwang emphasized.

Original Article: https://dbr.donga.com/article/view/1202/article_no/11708/ac/a_list

#SKKGSB #성균관대 #성균관대mba #mbainkorea #globalmba #influencermarketing #sponsorship