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.
Pro-Veganism on Instagram: Effects of User-Generated Content and Message Endorser Types in Instagram-Based Pro-Veganism Posts
Paper accepted for presentation at the International Communication Association Annual Conference, Gold Coast, Australia, May 2020. Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic), while experiment 2 (N = 288) […]
The Effects of User Comment Valence of Social Media Health Campaigns on Intention to Vaccinate: The Role of Psychological Reactance
Paper to be presented to American Advertising Academy (AAA) conference, San Diego, CA. Abstract: Given the prevalent use of social media in disseminating public service announcements (PSAs) encouraging healthy behavior, investigating the effects of user-generated comments alongside health messages became an important pursuit in the advertising and marketing scholarship. With this in mind, Facebook user-generated […]
Hanyoung KimYoungji SeoHye Jin YoonNah Ray HanJeong-Yeob Han