Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM
Presented at the 18th International Conference on Research in Advertising 2019, Krems, Austria, June 27-29, 2019.
Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on (1) consumers’ perceived trust in the sponsored content creator and (2) attitudes toward the content creator and the sponsoring brand. An online experiment revealed interesting effects of sponsorship disclosure message types. High-detail sponsorship disclosure messages generated lower perceived benevolence only for search goods, and more positive attitude toward the reviewer only for experience goods. Different types of commercial gains disclosed do not seem to have systematic effects on consumers’ trust in the reviewer or attitudinal responses. However, some interesting patterns are found. The review disclosing the receipt of a free product seems to be perceived as equally acceptable as a review without disclosure and more effective than reviews disclosing general sponsorship, having received a payment, or having received a sales commission.
Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews
Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more than advertising, brand content shared or created by consumers on social media may drive brand awareness and loyalty. Marketing researchers and practitioners are only recently […]
Social Media Strategies for Overcoming Stakeholder Social Media Fatigue: A Trialogue Approach
Abstract: The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. One paramount issue facing corporate communicators is stakeholders’ social media fatigue that leads to online disengagement and social media strategy ineffectiveness. To tackle this challenge, a conceptual model is provided to guide the development of alternative […]