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.

Alexander Pfeuffer 

Related Research


When Good People Make Fake News Go Viral: The Role of Anger in Fake News Sharing on Social Media

Abstract: Sharing fake news on social media has become a serious social issue. The aim of the current study was to investigate (a) how reading fake news might induce anger and, in turn, fake news sharing via social media and (b) the extent to which reading uncivil comments might moderate this relationship. By employing the […]

Youngji Seo
read more
Living at the speed of mobile: How users evaluate social media news posts on smartphones

Abstract: A growing body of research suggests that differences between smartphones and desktop computers influence information processing outcomes. A within-subjects (N = 64) smartphone eye-tracking experiment replicates a 2018 desktop-based study of users’ visual attention to and engagement with social media news posts. The results show that users spend less time viewing social media news posts on […]

Brittany Nicole JeffersonBartosz Wojdynski
read more