Overview of the related literature
| Author and year | Methodology and findings | Persuasion knowledge model (PKM) by Friestad and Wright (1994) | Advertising value model by Ducoffe (1996) | Parasocial interaction (PSI) by Horton and Wohl (1956) | Source credibility model by Ohanian (1990) | Social media influencers (SMIs) endorsement with sponsorship disclosure on selected sector in native ad context | FIs influencing millennial CE behavior on FBP-based native ad context |
|---|---|---|---|---|---|---|---|
| Lou and Kim (2019) | Quantitative technique. Data on 415 American adolescents were gathered online using purposive sampling. Entertainment value, expertise, trustworthiness, attractiveness, and followers' perceived similarity are positively related to the perceived PSR | Y | Y | Y | Fashion SMIs on Instagram, Facebook, Twitter, and Snapchat Not Specified | - | |
| Belanche et al. (2021) | Quantitative methodology. Data from 341 Spanish respondents were gathered online using purposive sampling. Perceived influencer-product congruence positively affects followers' credibility perceptions, and negatively affects perceptions of paid communication, further worsening followers' credibility perception | Y | Fashion and Beauty SMIs on Instagram Not Specified | - | |||
| Quelhas-Brito et al. (2020) | Both quantitative and qualitative methodology is adopted. Twenty-three semi-structured interviews and 510 Portuguese respondents approaching purposive sampling were carried out. Opinion leadership on fashion leadership, parasocial relationships, and fashion consciousness are the highest significant factors of SMFI | Y | Social Media Fashion Influencers (SMFIs) Not Specified | - | |||
| Ghosh and Islam (2025) | Quantitative methodology. 252 Bangladeshi millennials following fashion and beauty SMIs were collected online through purposive sampling. PSI strongly mediates CE with the entertainment value and trustworthiness as SMIs characteristics instead of informational value | Y | Y | Y | Fashion and Beauty SMIs on Facebook Not Specified | - | |
| Ghosh and Islam (2023) | Quantitative methodology. 217 Bangladeshi participants are surveyed online aged 22 to 33 applying purposive sampling. Homefluencers' advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness, rather than attractiveness in sponsorship disclosure | Y | Y | Y | Homefluencers' endorsement with sponsorship disclosure in beauty, yoga fitness, and food sectors on Instagram and Facebook | - | |
| Kim et al. (2019) | Quantitative methodology. 155 South Korean Facebook users aged 20 to 29 were surveyed using purposive sampling. Informative content of the utilitarian product has the strongest positive influence on native ads' persuasion knowledge rather than the entertaining content of the hedonic product | Y | Y | SMI's endorsement on Facebook with sponsorship disclosure in fashion, beauty, and electronic products in native advertising | - | ||
| Kim and Kim (2021b) | Quantitative methodology. 134 American Twitter users participated online aged 19 to 30. Micro-celebrity-generated information-sharing attributions and less monetary gain messages than mainstream celebrities for experiential native advertising on Twitter trigger intention to click like. However, source types do not influence promotional native advertising | Y | Y | Y | Mainstream and micro-celebrities' endorsement of electronic toothbrushes in Twitter-based native ads | - | |
| Lou et al. (2019) | Qualitative methodology. 41 apparel companies in the USA have been examined on Instagram and the related SMIs' content and sponsorship disclosure. SMI brand content is affecting consumer engagement on Instagram positively. Followers on Instagram favor SMIs' content either with a clear disclosure statement (#paid, #sponsored) or without any disclosure; however, they negatively show their sentiment to the confusing disclosure (#partner) | Y | Y | SMIs endorsement with sponsorship disclosure with fashion apparel companies on Instagram in a native ad | - | ||
| Munnukka et al. (2019) | Quantitative methodology is applied. On Qualtrics, four experimental conditions were generated by applying purposive sampling. The more the audience engages with the vlogger's content and the higher the PSI, the more positive impact on perceived credibility results in consumers' brand acceptance | Y | Y | Y | YouTube SMIs endorsing travel vlogs sponsorship disclosure in YouTube-based native ads | - | |
| Weismueller et al. (2021) | Quantitative methodology. 306 German Instagram users aged 18 to 34, were surveyed online by applying convenience sampling. Ad disclosure positively influences purchase intention with the effect of source credibility dimensions | Y | Y | Instagram SMIs endorsement with sponsorship disclosure Not Specified | - |
| Author and year | Methodology and findings | Persuasion knowledge model (PKM) by | Advertising value model by | Parasocial interaction (PSI) by | Source credibility model by | Social media influencers (SMIs) endorsement with sponsorship disclosure on selected sector in native ad context | FIs influencing millennial CE behavior on FBP-based native ad context |
|---|---|---|---|---|---|---|---|
| Quantitative technique. Data on 415 American adolescents were gathered online using purposive sampling. Entertainment value, expertise, trustworthiness, attractiveness, and followers' perceived similarity are positively related to the perceived PSR | Y | Y | Y | Fashion SMIs on Instagram, Facebook, Twitter, and Snapchat | |||
| Quantitative methodology. Data from 341 Spanish respondents were gathered online using purposive sampling. Perceived influencer-product congruence positively affects followers' credibility perceptions, and negatively affects perceptions of paid communication, further worsening followers' credibility perception | Y | Fashion and Beauty SMIs on Instagram | |||||
| Both quantitative and qualitative methodology is adopted. Twenty-three semi-structured interviews and 510 Portuguese respondents approaching purposive sampling were carried out. Opinion leadership on fashion leadership, parasocial relationships, and fashion consciousness are the highest significant factors of SMFI | Y | Social Media Fashion Influencers (SMFIs) | |||||
| Quantitative methodology. 252 Bangladeshi millennials following fashion and beauty SMIs were collected online through purposive sampling. PSI strongly mediates CE with the entertainment value and trustworthiness as SMIs characteristics instead of informational value | Y | Y | Y | Fashion and Beauty SMIs on Facebook | |||
| Quantitative methodology. 217 Bangladeshi participants are surveyed online aged 22 to 33 applying purposive sampling. Homefluencers' advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness, rather than attractiveness in sponsorship disclosure | Y | Y | Y | Homefluencers' endorsement with sponsorship disclosure in beauty, yoga fitness, and food sectors on Instagram and Facebook | |||
| Quantitative methodology. 155 South Korean Facebook users aged 20 to 29 were surveyed using purposive sampling. Informative content of the utilitarian product has the strongest positive influence on native ads' persuasion knowledge rather than the entertaining content of the hedonic product | Y | Y | SMI's endorsement on Facebook with sponsorship disclosure in fashion, beauty, and electronic products in native advertising | ||||
| Quantitative methodology. 134 American Twitter users participated online aged 19 to 30. Micro-celebrity-generated information-sharing attributions and less monetary gain messages than mainstream celebrities for experiential native advertising on Twitter trigger intention to click like. However, source types do not influence promotional native advertising | Y | Y | Y | Mainstream and micro-celebrities' endorsement of electronic toothbrushes in Twitter-based native ads | |||
| Qualitative methodology. 41 apparel companies in the USA have been examined on Instagram and the related SMIs' content and sponsorship disclosure. SMI brand content is affecting consumer engagement on Instagram positively. Followers on Instagram favor SMIs' content either with a clear disclosure statement (#paid, #sponsored) or without any disclosure; however, they negatively show their sentiment to the confusing disclosure (#partner) | Y | Y | SMIs endorsement with sponsorship disclosure with fashion apparel companies on Instagram in a native ad | ||||
| Quantitative methodology is applied. On Qualtrics, four experimental conditions were generated by applying purposive sampling. The more the audience engages with the vlogger's content and the higher the PSI, the more positive impact on perceived credibility results in consumers' brand acceptance | Y | Y | Y | YouTube SMIs endorsing travel vlogs sponsorship disclosure in YouTube-based native ads | |||
| Quantitative methodology. 306 German Instagram users aged 18 to 34, were surveyed online by applying convenience sampling. Ad disclosure positively influences purchase intention with the effect of source credibility dimensions | Y | Y | Instagram SMIs endorsement with sponsorship disclosure |
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