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Nowadays, the relevance of advertising on social media is es- sential, especially for the young audience category for which traditional media is no longer a real consumer option. This paper aims to explore the differences in the efficiency of online advertising with and without the sup- port of a social media influencer. We conducted a two-level survey-based online between subjects experiment and we manipulate advertising on an influencer account versus advertising on a brand account on social me- dia without the support of the influencer. We compared the effects of the posts promoting Pantene shampoo on the Instagram account of a relevant Romanian beauty influencer Ioana Grama (335K followers) and the posts promoting the same product from the brand Romanian Instagram account (5K). The online survey was disseminated between April 4, 2020–May 7, 2020, to a young female population N=80 participants, age 16 to 32 years, that were randomly assigned in the two above mentioned groups. The stimulus included real posts in the questionnaire consisted of: Instagram posts of the Pantene Romania account for the “brand account” group and posts of the Romanian beauty influencer Ioana Grama for the “influencer” group. Results showed that advertising on influencer account is more effi- cient than advertising on the brand account regarding the effects on brand attitude.

Social Media Inﬂuencer Advertising versus Advertising on Social Media Account of a Brand. Evidence from an Experimental Design