关键词: 网红营销, 赞助披露, 面部表情, 帖子内容类型, 多重动机推断

Abstract: Currently, influencer marketing is facing a dilemma of authenticity. In sponsored videos, the passionate expressions of influencers have sparked controversy. However, scholars have rarely examined them from a multimodal communication perspective, nor have they taken into account sponsorship disclosure. Based on the Persuasive Knowledge Model and the Multiple Motive Inference Model, this paper first categorizes influencers' passionate authenticity strategies into the matching between facial expressions and post types (consistent vs. complementary). Subsequently, it integrates transparency authenticity strategies (whether to disclose sponsorship or not) to explore which matching strategy is more effective for product recommendations. Finally, it explores the mechanisms through which the aforementioned matching strategies exert their effects via two motivational inference pathways: gain-based and loss-based. This study is validated through two experiments, and the results reveal that when influencers do not disclose sponsorships, using facial expressions consistent with post content enhances product recommendation effectiveness by promoting affective motive inference. Conversely, when influencers disclose sponsorships, using facial expressions complementary to post content improves product recommendation effectiveness by reducing calculative motive inference. The research findings offer insights into content strategies for influencer marketing.

Key words: Influencer Marketing, Sponsorship Disclosure, Facial Expression, Types of Post, Multiple Motive Inference