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The impact of disclosure format and type of influencer on advertising recognition and consumer responses in the context of influencer marketing on social media.

Broers, D.J. (2021) The impact of disclosure format and type of influencer on advertising recognition and consumer responses in the context of influencer marketing on social media.

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Abstract:In 2017, the FTC and other regulatory entities have set up stricter disclosure guidelines for influencers who have increasingly become active on social media platforms. As a result, influencers started disclosing their sponsored content more, but they remain free in how to do this. Towards the development of a standard disclosure practice, this study takes a closer look at disclosure format by examining the potential differences in disclosure position and disclosure language. A further objective of this study is to examine the role of a new type of influencer that has emerged in recent years: the social media influencer. No longer is the celebrity status only for athletes, movie stars and musicians, but also regular people who have gained a large following on social media enjoy a similar status. This leaves brands with an extra option to choose from as their brand endorser. Therefore, the effectiveness of these new influencers will be compared with their traditional counterparts. An online experiment was conducted to test 8 different experimental conditions based on the disclosure format and type of influencer that was presented. The findings of this research do not confirm that either disclosure format is more effectively recognized by consumers. However, this study does support earlier findings that advertising recognition has a negative impact on purchase intention, brand attitude and intention to share eWOM. It was also found that a highly credible source reduces these negative effects. Finally, the influencer used in this study was perceived as more of an expert compared to a traditional celebrity, but no significant differences were observed in source trustworthiness and source attractiveness.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/86629
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