Item

The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts

Type
Journal Article
Author
Guolan Yang
Year
2022
Publisher
Taylor & Francis
DOI/Link
https://doi.org/10.1080/02650487.2022.2029260
Abstract
Influencers are required to make disclosures while posting sponsored content on social media. This study examined what kind of disclosures are effective and how prominent disclosures interact with advertising knowledge and message involvement to affect the recognition of sponsored influencer posts on Instagram. It conducted an online experiment (N = 296) with a 2 (disclosure type: prominent vs. subtle) × 2 (advertising knowledge: enhanced vs. not enhanced) x 2 (message involvement: high vs. low) between-subjects factorial design. Results revealed that people with enhanced advertising knowledge or with high message involvement led to greater advertising recognition, regardless of the degree of disclosure prominence. While on the other hand, when people’s knowledge of sponsored influencer content was not enhanced or when they were low in message involvement, the prominent disclosure was more effective than the subtle one in improving advertising recognition. Furthermore, recognizing sponsored content elicited resistance, which in turn led to less favourable attitude towards the brand. The theoretical and practical implications of these findings were discussed.
Language
English
Keywords
Digital Literacy, Advertising Literacy
Tags
Media analysis, Content creation
PGDMIL Course
C02 – Media, Technology and Content
PGDMIL Block
C02-B4: Influencer Culture and Persuasive Media
Has Part
C02-U14: Influencer Marketing and Sponsored Content
Corpus Status
Pending Review

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