Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude Toward Discount Code Use

• Published in: Asia Marketing Journal (Online) Vol. 25; no. 1; pp. 26 - 36
• Main Authors: Mira Lee, Taehee Park
• Format: Journal Article
• Language: Korean
• Published: 2023
• Subjects: Influencer discount codes; Disclosure effect; Perceived sincerity; Influencer marketing
• ISSN: 1598-7868; 2765-6500

This study examines the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In Study 1, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. In Study 2, consumers participated in a two (commission disclosure: absent vs. present) by two (discount level: low vs. high) between-subjects experimental design. The findings of Study 1 demonstrate that the sales commission disclosure pertaining to discount codes results in a higher perceived sincerity of the influencer. The results of Study 1 also reveal that the perceived sincerity of the influencer mediates the effect of the disclosure (vs. no disclosure) on attitude toward using the discount code. Further, the findings of Study 2 demonstrate the robustness of these disclosure effects regardless of whether the discount level is low or high.