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Influencer marketing has seen significant growth in recent years. This study investigates two-sided messages (i.e., messages that include both positive and negative aspects of a product in a post) as a potential strategy for improving the effectiveness of influencer campaigns. Using a 2 × 2 × 2 experimental design, this study found that two-sided messages improved marketing outcomes (e.g., more positive attitudes toward the influencer and greater intentions to use the sponsored brand) through two parallel mediators: perceived influencer sincerity and perceived commercial motives. Specifically, two-sided messages increased perceived influencer sincerity while reducing perceived commercial motives, ultimately leading to more desirable outcomes. Influencer type and cognitive load were examined as potential moderators of the relationship between message-sidedness and persuasion. The findings indicated that only cognitive load served as a moderator. The positive effects of two-sided messages occurred for individuals with low cognitive load but not for those with high cognitive load. Through moderated mediation analyses, this research advances the understanding of message-sidedness in influencer marketing by establishing a framework that clarifies the conditions and mechanisms through which two-sided content influences persuasion. The paper also offers strategic guidance on when and how brands can effectively adopt two-sided messages.
Buduo Wang (Tue,) studied this question.