丝绸2026，Vol.63Issue(1)：28-37,10.DOI:10.3969/j.issn.1001-7003.2026.01.004
影响者营销中赞助披露对时尚购买意愿的影响
The impact of sponsorship disclosure on fashion purchase intention in influencer marketing
摘要
Abstract
With the development and widespread adoption of internet technology as well as social media,influencer marketing rapidly becomes a highly favored marketing strategy among fashion brands.According to research data from Influencer Marketing Hub,the market size of influencer marketing surged from $1.7 billion in 2016 to $24 billion in 2024,with 67%of businesses planning to increase their related budgets in the next 12 months.However,influencer marketing often intentionally conceals sponsorship relationships to achieve promotional goals,raising ethical concerns about infringing on consumers'right to know.Moreover,disclosing sponsorship information can easily trigger consumers'resistance to commercial persuasion,leading to diminished marketing effectiveness.How to standardize sponsorship disclosure while ensuring the effectiveness of influencer marketing has become a significant challenge for fashion brands. To explore the impact pathways of sponsorship disclosure on consumers'fashion purchase intentions and identify optimization strategies,this study is grounded in the theoretical framework of the Persuasion Knowledge Model(PKM)and builds on a review of relevant literature.The study selected perceived intrusiveness and negative emotions as mediating variables to construct a model.Three experiments were conducted to examine the dual cognitive and affective pathways through which sponsorship disclosure influences fashion purchase intentions.Specifically,independent samples t-tests were used to ensure the validity of experimental manipulations,and one-way analysis of variance(ANOVA)was employed to examine the direct effect of sponsorship disclosure on fashion purchase intentions.Subsequently,bootstrap sampling was applied to test the parallel mediating roles of perceived intrusiveness and negative emotions.The study further introduced a novel perspective by focusing on narrative characteristics.Based on narrative transportation theory,narrative uniqueness was incorporated as a moderating variable to investigate the differential effects of sponsorship disclosure under varying levels of narrative uniqueness.Similarly,bootstrap sampling methods were used to examine the moderating effect of narrative uniqueness on the aforementioned mediation pathways,aiming to reveal the potential role of narrative strategies in mitigating the negative effects of sponsorship disclosure. The experimental results indicate that sponsorship disclosure has a significant negative impact on consumers'fashion purchase intentions.Perceived intrusiveness and negative emotions play a mediating role in this relationship.Specifically,sponsorship disclosure positively influences perceived intrusiveness and negative emotions,which in turn negatively affect fashion purchase intentions.Narrative uniqueness exerts a negative moderating effect.More precisely,under conditions of low narrative uniqueness,the mediating effects of perceived intrusiveness and negative emotions between sponsorship disclosure and fashion purchase intentions are significant.In contrast,under high narrative uniqueness,these mediating effects are weakened and become statistically insignificant. The findings validate the applicability of the PKM in the context of influencer marketing and provide practical recommendations for fashion brands implementing influencer marketing strategies.Future research could further explore the integration of images into visual narratives in influencer marketing,and examine how image characteristics and the combination of text and visuals influence persuasive effectiveness.Additionally,expanding the experimental scenarios to other social media platforms could enhance the generalizability of the results.关键词
影响者营销/赞助披露/感知侵扰性/负面情绪/叙事独特性/购买意愿Key words
influencer marketing/sponsorship disclosure/perceived intrusiveness/negative emotion/narrative uniqueness/purchase intention分类
轻工纺织引用本文复制引用
童云迪,高晗..影响者营销中赞助披露对时尚购买意愿的影响[J].丝绸,2026,63(1):28-37,10.基金项目
教育部青年基金项目(23YJC760028) （23YJC760028）
