Effects of Disclosing Sponsored Content in Blogs

Abstract

This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers.

Visual Attention to the Use of #ad versus #sponsored on e-Cigarette Influencer Posts on Social Media: A Randomized Experiment

“…Evidence suggests that sponsorship disclosures are effective in improving consumer recognition of content as advertising (Ohlhausen, Chairman, & Mcsweeny, 2017). Further, a growing body of research suggests that consumers, and young people, in particular, are less likely to purchase a brand when influencers disclose brand sponsorship in blog or social media posts (Goh et al, 2013;Liljander et al, 2015;Tucker, 2012;van Reijmersdal et al, 2016). Recognizing sponsorship disclosures on social media content impacts perceptions of content as an advertisement and may reduce the credibility of those influencers (Vogel, Guillory, & Ling, 2020).…”

Native and embedded advertising formats: Tensions between a lucrative marketing strategy and consumer fairness

“…Hence, marketers are now obligated to disclose native advertising strategies (Boerman, Helberger, van Noort, and Hoofnagle, 2018). And while a few studies indicate that disclosing native advertising practices can have a positive effect on the audiences' understanding of these persuasive strategies (Boerman, Willemsen, and Van Der Aa, 2017;De Jans, Cauberghe, and Hudders, 2019;Evans, Phua, Lim, and Jun, 2017;Hwang and Jeong, 2016;van Reijmersdal et al, 2016), others have questioned the effectiveness of such disclosures (Wojdynski and Evans, 2016). Regulators are therefore confronted with the dilemma of making sure their regulatory measures are successful in informing the audience, while simultaneously not going as far as prohibiting persuasive strategies altogether.…”

“…This special issue also sheds light on the content producer's perspective of native advertising and disclosure practices, especially from the viewpoint of journalists and bloggers. A recent study indicates that influencers see disadvantages in employing ad disclosures and therefore often decide against using them (van der Goot, Zandbergen, and van Reijmersdal, 2018). Simultaneously, there is an ethical component of placing advertising content within the space of journalism, as this raises questions about journalistic autonomy (Carlson, 2015).…”

Social Media Influencers in Strategic Communication

“…I have the impression, however, that research that focuses on SMI audiences has gathered the most traction, particularly research on effects of SMI postings (cf. de Veirman, Cauberghe, & Hudders, 2017;Evans, Phua, Lim, & Jun, 2017;Van Reijmersdal et al, 2016).…”