How Disclosure Source and Content-Publication Fit Impact Consumers’ Recognition and Evaluation of Native E-Cigarette Public Service Announcements
American Academy of Advertising (AAA) Annual Conference, St. Petersburg, FL, March 2022.
Abstract: Given the increasing amount of public and government related attention devoted to issues surrounding e-cigarette use, the current study examined how disclosure source and content-publication fit in an ENDS (electronic nicotine delivery system) native PSA (public service announcement) affected consumers’ advertising recognition, brand attitude, attitude toward the publisher, eWOM (electronic word of mouth), and attitudes toward e-cigarettes. Study findings indicate that disclosure source had no effect on advertising recognition, which did not mediate the effect of disclosure source on outcomes. However, a disclosure source featuring the brand “Juul” in combination with high content-publication fit significantly and positively impacted advertising recognition, which in turn exerted a significant and positive impact on the indirect effect of a “sponsored content by Juul” disclosure via advertising recognition on all outcomes. These positive indirect effects were further strengthened among participants that self-identified as “ENDS only users” (n = 226) rather than “ENDS and tobacco users.” (n = 194) Study findings provide several theoretical and practical implications.
Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon
Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]
Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos
Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with […]