The DOI matches its Crossref record; 12 of the 12 references it cites were found in a registry or an index.
Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising
Abstract
Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study used an experimental 4 × 2 between-subjects design (N = 414), reflecting different types of material connections between the influencer and the brand and two kinds of message sidedness, to investigate how the sponsorship disclosure affects consumers' responses to sponsored Instagram posts. Findings show that including a sponsorship disclosure (compared to no disclosure) negatively affects brand attitude through enhanced ad recognition, which activates ad skepticism, which, in turn, negatively affects the influencer's credibility. Further, results show a significant moderated mediation effect in that source's credibility and, consequently, brand attitude was only negatively affected when the influencer used a one-sided message and not when the message was two-sided. Also, influencers who post genuine product recommendations and thus have no commercial relationship with the brand, do well by explicitly mentioning this. Iincluding a statement that a post is not sponsored, rather than leaving thisit unclear whether their post is sponsored, may generate more positive brand responses through lowered ad recognition and skepticism.
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Cites
The commitment-trust theory of relationship marketing
Morgan, R. M., & Hunt, S. D. (1994) · Journal of Marketing · doi:10.1177/002224299405800302 · Cited by 22,355
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The processes of causal attribution.
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“This difference can be explained by Kelley’s (1973) INTERNATIONAL JOURNAL OF ADVERTISING 99”
BackgroundThe Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811 · cited 6×
“Advertising literacy (Friestad and Wright 1994) is thus an important underlying mechanism that explains how sponsorship disclosures may induce advertising recognition, which results in coping mechanisms such as heightened skepticism that may negatively affect the effectiveness of sponsored…”
BackgroundMethodInfluentialThe Influence of Source Credibility on Communication Effectiveness
Hovland, C. I., & Weiss, W. (1951) · Public Opinion Quarterly · doi:10.1086/266350 · Cited by 3,543 · cited 1×
“Consumers tend to believe that influencers are trustworthy sources who express their genuine liking for a brand, which makes them more likely to be persuaded, according to source credibility theory (Erdogan 1999; Hovland and Weiss 1951; Ohanian 1991).”
BackgroundGilbert, D. T., & Malone, P. S. (1995) · Psychological Bulletin · doi:10.1037/0033-2909.117.1.21 · Cited by 1,897
Measuring Attitude toward the Brand and Purchase Intentions
Spears, N., & Singh, S. N. (2004) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2004.10505164 · Cited by 1,812 · cited 7×
“Comparing the No Disclosure with the #sponsored condition Coefficient(SE) t 95% Confidence Interval Outcome: Credibility Constant 3.75(.44) 8.56 [2.89; 4.61] Disclosure .54(.21) 2.61 [ .94; .13] Sidedness .70(.24) 2.94 [ 1.17; .23] int_1 .56(.29) 1.91 [ .02; 1.13] Involvement with a healthy lifestyle .18(.07) .07 [.04…”
MethodInfluentialCampbell, M. C., & Kirmani, A. (2000) · Journal of Consumer Research · doi:10.1086/314309 · Cited by 1,342
Development of a Scale to Measure Consumer Skepticism Toward Advertising
Obermiller, C., & Spangenberg, E. R. (1998) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp0702_03 · Cited by 1,037 · cited 2×
“…impact the influencer’s credibility (Hwang and Jeong 2016; Uribe, Buzeta, and Vel asquez 2016) and consequently result in decreasing attitudes towards the brand (Friestad and Wright 1994; Campbell and Kirmani 2008; Obermiller and Spangenberg 1998; van Reijmersdal, Neijens, and Smit 2010).”
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Cited by
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.03.067 · Cited by 659
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00829-4 · Cited by 580
Lou, C. (2022) · Journal of Advertising · doi:10.1080/00913367.2021.1880345 · Cited by 455
Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F., & Eastin, M. S. (2022) · International Journal of Advertising · doi:10.1080/02650487.2021.1964226 · Cited by 265
Social media influencer marketing: the moderating role of materialism
Koay, K. Y., Cheung, M. L., Soh, P. C.-H., & Teoh, C. W. (2022) · European Business Review · doi:10.1108/ebr-02-2021-0032 · Cited by 139
Metadata
- Authors
- De Veirman, M., & Hudders, L.
- Venue
- International Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2019-02-11
- Volume
- 39
- Issue
- 1
- Pages
- 94-130
- ISSN
- 0265-0487 (ISSN-L)
- 1759-3948
- OpenAlex
- W2868806029
- Cited by
- 379
- References
- 12
- FWCI
- 71.19
- Type
- journal article
- Language
- en
- Open access
- closed
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