| 書目名稱 | The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements |
| 編輯 | Corina Oprea |
| 視頻video | http://file.papertrans.cn/909/908516/908516.mp4 |
| 叢書名稱 | Innovatives Markenmanagement |
| 圖書封面 |  |
| 描述 | Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found that compared to the no disclosure condition, “This is not a sponsored post” diminishes consumers’ purchase intention. Further, it can support that perceived source credibility relates positively to purchase intention and that the use of “#honestopinion” diminishes advertising perception. A central finding isthe existence of an indirect positive mediation effect of the impartiality disclosure “#honestopinion”, advertising disclosure and trustworthiness on purchase intention. Lastly, this study can support |
| 出版日期 | Book 2023 |
| 關鍵詞 | Multiple Product Endorsement; Sponsorship Disclosure; Instagram; Impartiality Disclosure; Influencer Mar |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-41364-4 |
| isbn_softcover | 978-3-658-41363-7 |
| isbn_ebook | 978-3-658-41364-4Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
| issn_series | 2627-1109 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies |
|Archiver|手機版|小黑屋|
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