Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms

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.

Marketing a health brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention

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).

Starring in Your Own Snapchat Advertisement: Influence of Self-Brand Congruity, Self-Referencing and Perceived Humor on Brand Attitude and Purchase Intention of Advertised Brands

Abstract: Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers’ brand-related preferences. Results revealed that self-brand congruity, self-referencing and perceived humor exerted significant main effects on consumers’ post-use brand attitude and purchase intention. Self-brand congruity also significantly interacted with self-referencing and perceived humor to affect brand attitude and purchase intention, while self-referencing significantly interacted with perceived humor to affect purchase intention, but not brand attitude. Theoretical and managerial implications of the research are discussed.