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Disclosing sponsored Instagram posts : the role of material connection with the brand and message-sidedness when disclosing covert advertising

Marijke De Veirman (UGent) and Liselot Hudders (UGent)
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Abstract
Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study used an experimental 4 × 2 between-subjects design (N = 414), reflecting different types of material connections between the influencer and the brand and two kinds of message sidedness, to investigate how the sponsorship disclosure affects consumers' responses to sponsored Instagram posts. Findings show that including a sponsorship disclosure (compared to no disclosure) negatively affects brand attitude through enhanced ad recognition, which activates ad skepticism, which, in turn, negatively affects the influencer's credibility. Further, results show a significant moderated mediation effect in that source's credibility and, consequently, brand attitude was only negatively affected when the influencer used a one-sided message and not when the message was two-sided. Also, influencers who post genuine product recommendations and thus have no commercial relationship with the brand, do well by explicitly mentioning this. Iincluding a statement that a post is not sponsored, rather than leaving thisit unclear whether their post is sponsored, may generate more positive brand responses through lowered ad recognition and skepticism.
Keywords
Influencer marketing, Instagram, sponsorship disclosure, message sidedness, WORD-OF-MOUTH, PERSUASION KNOWLEDGE, SOURCE CREDIBILITY, CONSUMERS, STRATEGIES, INFORMATION, INFLUENCERS, COMMITMENT, EXPERTISE, INTENTION

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MLA
De Veirman, Marijke, and Liselot Hudders. “Disclosing Sponsored Instagram Posts : The Role of Material Connection with the Brand and Message-Sidedness When Disclosing Covert Advertising.” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 39, no. 1, 2020, pp. 94–130, doi:10.1080/02650487.2019.1575108.
APA
De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts : the role of material connection with the brand and message-sidedness when disclosing covert advertising. INTERNATIONAL JOURNAL OF ADVERTISING, 39(1), 94–130. https://doi.org/10.1080/02650487.2019.1575108
Chicago author-date
De Veirman, Marijke, and Liselot Hudders. 2020. “Disclosing Sponsored Instagram Posts : The Role of Material Connection with the Brand and Message-Sidedness When Disclosing Covert Advertising.” INTERNATIONAL JOURNAL OF ADVERTISING 39 (1): 94–130. https://doi.org/10.1080/02650487.2019.1575108.
Chicago author-date (all authors)
De Veirman, Marijke, and Liselot Hudders. 2020. “Disclosing Sponsored Instagram Posts : The Role of Material Connection with the Brand and Message-Sidedness When Disclosing Covert Advertising.” INTERNATIONAL JOURNAL OF ADVERTISING 39 (1): 94–130. doi:10.1080/02650487.2019.1575108.
Vancouver
1.
De Veirman M, Hudders L. Disclosing sponsored Instagram posts : the role of material connection with the brand and message-sidedness when disclosing covert advertising. INTERNATIONAL JOURNAL OF ADVERTISING. 2020;39(1):94–130.
IEEE
[1]
M. De Veirman and L. Hudders, “Disclosing sponsored Instagram posts : the role of material connection with the brand and message-sidedness when disclosing covert advertising,” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 39, no. 1, pp. 94–130, 2020.
@article{8604174,
  abstract     = {Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study used an experimental 4 × 2 between-subjects design (N = 414), reflecting different types of material connections between the influencer and the brand and two kinds of message sidedness, to investigate how the sponsorship disclosure affects consumers' responses to sponsored Instagram posts. Findings show that including a sponsorship disclosure (compared to no disclosure) negatively affects brand attitude through enhanced ad recognition, which activates ad skepticism, which, in turn, negatively affects the influencer's credibility. Further, results show a significant moderated mediation effect in that source's credibility and, consequently, brand attitude was only negatively affected when the influencer used a one-sided message and not when the message was two-sided. Also, influencers who post genuine product recommendations and thus have no commercial relationship with the brand, do well by explicitly mentioning this. Iincluding a statement that a post is not sponsored, rather than leaving thisit unclear whether their post is sponsored, may generate more positive brand responses through lowered ad recognition and skepticism.},
  author       = {De Veirman, Marijke and Hudders, Liselot},
  issn         = {0265-0487},
  journal      = {INTERNATIONAL JOURNAL OF ADVERTISING},
  keywords     = {Influencer marketing,Instagram,sponsorship disclosure,message sidedness,WORD-OF-MOUTH,PERSUASION KNOWLEDGE,SOURCE CREDIBILITY,CONSUMERS,STRATEGIES,INFORMATION,INFLUENCERS,COMMITMENT,EXPERTISE,INTENTION},
  language     = {eng},
  number       = {1},
  pages        = {94--130},
  title        = {Disclosing sponsored Instagram posts : the role of material connection with the brand and message-sidedness when disclosing covert advertising},
  url          = {http://dx.doi.org/10.1080/02650487.2019.1575108},
  volume       = {39},
  year         = {2020},
}

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