sponsorships
- Targets & Segments
- Article
When Virtual Influencers Reveal Their Sponsors: How Disclosure Shapes Engagement with Virtual Influencers
As virtual influencers (VIs) increasingly front campaigns for major brands, how does disclosing sponsorship affect audiences? This mixed-method study analyzed over 48,000 Instagram comments. Researchers also conducted an online experiment to examine how users respond emotionally and behaviorally to sponsorship disclosure by a virtual influencer. Results reveal that disclosure can increase positive sentiment but reduce engagement, challenging long-held assumptions about persuasion knowledge in influencer marketing.
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- Past Event Highlights
- Article
Creative Effectiveness: The New Age of Brand Building: Navigating a Creator-Driven World
At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.
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- Research & Data Quality
- Article
Analytics & Forecasting 2025
On September 29-30, the ARF and MSI co-produced the inaugural ANALYTICS & FORECASTING conference, exploring the evolving role of modeling in market research and forecasting, with a particular focus on the opportunities and limitations of synthetic data. Attendees engaged in critical discussions about the opportunities and limitations of modeling in market research applications and heard practical strategies and solutions from leading researchers and practitioners.
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- Targets & Segments
- Article
Mega- and Micro-Influencers Manage Authenticity Differently JAR Study Finds
This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.
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