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#advertisement : The effects of sponsorship disclosure type and sponsorship disclosure position, mediated by advertisement recognition, on consumers’ attitude, behaviour and persuasion knowledge in the context of Instagram postings

Nordmann, Freya (2019) #advertisement : The effects of sponsorship disclosure type and sponsorship disclosure position, mediated by advertisement recognition, on consumers’ attitude, behaviour and persuasion knowledge in the context of Instagram postings.

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Abstract:Social media platforms, like Instagram, become increasingly interesting for marketers to promote their brands and reach their target group in a less obtrusive way. Compared to traditional media sponsored posts are embedded in an entertaining environment. Simultaneous rising numbers of sponsorship disclosure regulations require marketers to explicitly inform consumers about the commercial nature of the promoting postings. The present research is one of the so far very few studies concentrating on the effects of sponsorship disclosure on consumers’ responses for sponsored content on Instagram. Hereby the research addresses the effects of type (simple vs “honest opinion”) and position (above vs below) of sponsorship disclosures in a quantitative 2x2 factorial experiment (N = 255), extended by a priory conducted qualitative eye-tracking study. Findings underline the importance of position of sponsorship disclosure on viewers’ intention to participate in electronic Word-of-Mouth. Additionally, this study found a considerable interaction of type and position of sponsorship disclosure on consumers’ attitude: A lower attitude towards the influencer is recorded for the simple sponsorship disclosure above the picture, compared to the disclosure below the picture. Furthermore, the present study emphasizes that advertisement recognition due to sponsorship disclosure leads to increased conceptual persuasion knowledge among consumers’. Besides the rejected moderating role of the evaluative persuasion knowledge, a direct significant relation towards the attitudes was shown. Yet the results contribute to literature and give reason to further investigate the role of actual persuasion knowledge and the recent developments of consumers’ perception of sponsored content. This research is necessary to contribute to the design of sponsorship disclosures, both beneficial for businesses and influencers, but also transparent and fair to consumers.
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/77982
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