How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

Abstract The effect of self‐profiling on people's responses toward commercial information (e.g., advertisements) delivered on social media remains unexplored. This study proposed a conceptual model examining the path from the authenticity of username and avatar and its antecedents to native advertising engagement from the perspective of self‐disclosure. Four subsequent studies were conducted to test our research model. The results indicated that the authenticity of username and avatar is a crucial determinant of engagement with advertising information. Moreover, social media involvement moderates the relationship between the authenticity of username and avatar and advertising engagement. Social media engagement partially mediates the relationship between the authenticity of username and avatar and advertising engagement. Regarding the antecedents of the authenticity of username and avatar, self‐presentation, relationship building, privacy concerns, privacy risks and trust belief are significant, while relationship maintenance is insignificant. This study contributes to our understanding of self‐profiling authenticity and its effect on people's engagement by employing the theory of self‐disclosure in the context of social media and provides critical managerial insights for social media platforms and advertisers.