When Self-Disclosure Sparks Advocacy: The Divergent Paths of U.S. Influencers vs. Chinese Influencers

In the age of social media, influencers (SMIs) rely heavily on self-disclosure to manage their online personas, foster authenticity, and build trust with their followers. Drawing on Goffman’s (1956) dramaturgical framework, this study examines how influencer self-disclosure influences perceived authenticity, credibility, and follower advocacy intention. Additionally, this research explores whether these relationships differ across cultural contexts by comparing responses from U.S. and Chinese consumers. Cross-sectional survey data were collected from 268 participants in the U.S. and 211 participants in China, and structural equation modeling was used to test the proposed relationships and assess cross-cultural differences. Results show that influencer self-disclosure positively predicts both perceived authenticity and credibility. However, notable cultural differences emerged: while credibility served as a key mediator between self-disclosure and advocacy in the Chinese sample, no mediating effects were observed for the American sample. Theoretical and practical implications are discussed.