BI researcher wins award for paper on influencer marketing

5 July 2023

Jan-Michael Becker receives the Best Paper Award from the International Journal of Research in Marketing.

“The International Journal of Research in Marketing holds a prominent position within the field, making it one of the most influential journals in marketing. The Publication of papers in this journals carries significant weight and has a substantial impact on advancements in marketing. Our researchers’ ability to not only publish in renowned journals but also contribute exceptional papers further enhances our reputation internationally,” says Line Lervik-Olsen, Head of Department of Marketing.

IJRM is the flagship journal of the European Marketing Academy, Europe’s largest and most important professional society for people interested in marketing theory and research. Jan-Michael Becker won together with his co-authors for their paper ‘How, why, and when disclosure type matters for influencer marketing’, which was elected the best of all papers published in the journal in 2022.

“I am truly honoured to receive this prestigious award, especially considering the large number of strong publications in IJRM last year. It is reassuring that the relevance and quality of our research has been acknowledged by the members of the IJRM Editorial Board and it reinforces my belief in the value and potential impact of our research findings. I hope that this recognition will encourage an even wider adoption and application of our research insights,” says Becker.

In the paper he and his co-authors examined the impact of different types of advertising disclosure on influencer trustworthiness and engagement behaviour such as likes and comments. They found that posts marked as branded content are generally perceived as less trustworthy, and reduce engagement.

“By investigating the consequences of disclosure, we sought to provide valuable insights that would enable advertisers and influencers to better comprehend the implications of disclosure practices. By offering empirical evidence on the effects of disclosure, we tried to also support public policy-makers in their efforts to design more cohesive and consistent guidelines to increase transparency in influencer marketing and protect consumers,” continues Becker.

You can read the full paper here.

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