“This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

“…In the same way, purchase intention and consumers' attitudes were significantly lower than before the post was shown ( p-values o0.05), and it was also related to the credibility assessment of participants, but PSI is not as influential as it was in the covert marketing post, especially for purchase intention. These results support Campbell et al's (2013) and Hwang and Jeong's (2016) statements, which defend that overt marketing negatively affects credibility, and as consequence, consumers' behavioural intentions. 4.3.3 Comparison between covert and overt marketing impacts.…”

“…The first one refers to the genuine eWOM where the blogger expresses his/her opinion without any economic support Liljander et al, 2015), while amplified eWOM occurs when the blogger is encouraged to talk about a product or a brand through a monetary or product compensation (Hwang and Jeong, 2016;. At the same time, this second type of eWOM is divided into two different categories: overt marketing when consumers are aware of the sponsorship (Liljander et al, 2015), and covert marketing when this incentive is not revealed (Boyer et al, 2015;Liljander et al, 2015).…”

“…In relation to overt marketing, there are also opposing arguments. Authors like Campbell et al (2013) and Hwang and Jeong (2016) argued that overt marketing has a negative impact on credibility and behavioural intentions, while others like Ballantine and Yeung (2015) and Colliander and Erlandsson (2015) indicated that even though it can decrease PSI, and thus credibility, brand attitudes and purchase intention are not affected. In addition, Halvorsen et al (2013) defended that as long as the sponsorship is disclosed, consumers accept it and it will not have any negative effect.…”

“…In addition, Halvorsen et al (2013) defended that as long as the sponsorship is disclosed, consumers accept it and it will not have any negative effect. But this disclosure can be also done in a way that, according to Hwang and Jeong (2016), mitigates the negative impact on credibility: including…”

Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship

“…Prior research has failed to find evidence for a link between advertising literacy and attitude toward an advergame among children (Van Reijmersdal et al, 2012). However, research among adults found that a disclosure decreases (Hwang and Jeong, 2016;Boerman et al, 2017) or does not influence (Sweetser et al, 2016;Krouwer et al, 2017) people's evaluation of the sponsored content. Based on these findings, reactance theory and the anticipated feeling of being deceived by the influencer, we propose that a disclosure and the consequent activation of advertising literacy may lower video attitudes.…”