University of Twente Student Theses

Login

'This study was not sponsored' : the effects of sponsorship disclosure and video type on source credibility, brand memory, brand attitude and purchase intention.

Bruin, Susan de (2018) 'This study was not sponsored' : the effects of sponsorship disclosure and video type on source credibility, brand memory, brand attitude and purchase intention.

[img] PDF
1MB
Abstract:This study explored the impact of: sponsorship disclosure (absence of disclosure versus a regular sponsorship disclosure versus an ‘’honest’’ sponsorship disclosure) and video type (live streaming versus pre-recorded video) on: source credibility, message credibility, brand memory, brand attitude and purchase intention. Additionally, this study also measured overall interest in product type, liking of the narration style and brand familiarity for covariance. To explore the interactions and the influences of the independent variables this study had a 3 x 2 between respondent’s experimental design (n=131). The target group of this study were millennials, (between the ages 16-36) as they are the most avid users of social media and the internet in general. In contrast to previous research on sponsorship disclosure, the results of this study showed that neither sponsorship disclosure nor video type has a significant effect on the dependent variables, source credibility, brand memory, brand attitude and purchase intention. However, both covariates, overall interest in product type and brand familiarity, were found to have a significant effect on purchase intention and liking of the narration style was found to have a significant effect on source credibility, brand attitude and purchase intention. These findings could be considered in future research.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/76228
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page