Eline Brussee, Eva Van Reijmersdal, Nathaniel Evans, and Bart Wojdynski (forthcoming), “Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms,” Journal of Interactive Advertising
Abstract: This study aims to contribute to the literature by examining how two opposite-valanced mechanisms (activation of conceptual persuasion knowledge and perceived transparency of the native advertising) explain positive and negative effects of sponsorship disclosures on brand responses (i.e., brand attitude and purchase intentions) and by examining the role of message source. An experiment (N = 133) showed that disclosures of native advertising decreased persuasion via activated persuasion knowledge: Readers who understood that a blog post was a form of advertising due to a disclosure, showed more attitudinal persuasion knowledge, which in turn led to less positive brand attitudes and lower purchase intention. However, the disclosure also enhanced persuasion via perceptions of transparency of the blog post: due to the disclosure, the blog post was perceived as more transparent, which resulted in less attitudinal persuasion knowledge and in more positive attitudes toward the brand and higher purchase intentions. Source did not moderate these mediation effects. By incorporating two competing mechanisms this study offers important new insights into the theoretical mechanisms that explain advertising disclosure effects.
Abstract: This study investigated young millennials’ risk perception, benefit perception, and purchase intention toward GM foods by testing the effects of source credibility and risk attitude. By comparing two samples collected in the U.S. (N = 207) and China (N = 242), we found that source credibility positively influenced benefit perceptions of GM foods among Chinese millennial consumers. Results also revealed risk attitude significantly influenced both American and Chinese millennial consumers’ intention to purchase GM foods. Furthermore, a significant interaction effect between source credibility and risk attitude was found on Chinese millennial consumers’ risk perception of GM foods.
Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) × 3 (valence of comments: positive/neutral/negative) between-subjects experiment (N = 306) indicated that positive Facebook reaction icons significantly influenced brand attitude, trust, purchase intention, and eWOM intention, while neutral comments significantly impacted brand attitude and trust. The degree of SNS use also negatively moderated between reaction icon valence and eWOM intention. Implications for health marketing communication are discussed.
Lee, Yen-I, Phua, Joe, & Wu, Tai-Yee (Forthcoming).
Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) x 3 (valence of comments: positive/neutral/negative) between-subjects experiment (N = 306) indicated that positive Facebook reaction icons significantly influenced brand attitude, trust, purchase intention, and eWOM intention, while neutral comments significantly impacted brand attitude and trust. The degree of SNS use also negatively moderated between reaction icon valence and eWOM intention. Implications for health marketing communication are discussed.
