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Book part
Publication date: 29 December 2016

Sophie C. Boerman and Eva A. van Reijmersdal

This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.

Abstract

Purpose

This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.

Methodology/approach

We provide a qualitative literature review of 21 empirical studies.

Findings

Awareness of disclosures is rather low, but when consumers are aware of a disclosure, it successfully activates persuasion knowledge and can increase brand memory. The literature shows inconclusive findings with respect to the effects of disclosures on attention paid to sponsored content, critical processing, brand attitudes, and purchase intentions. In addition, the literature shows that modality of the disclosure has no significant effects, but the content of the disclosure, its timing, its duration, receivers’ moods, and their perceptions of the sponsored content or the endorser are important moderators.

Research implications

More research is needed on differences in effects of disclosures in different media and on disclosures of online sponsored content online (e.g., sponsored tweets and vlogs).

Practical implications

This chapter provides advertisers with insights on how disclosures affect the persuasiveness of sponsored content in several media.

Social implications

For legislators, explicit guidelines on how to create effective disclosures of sponsored content are provided. For example, to increase persuasion knowledge, disclosures should be portrayed for at least 3 seconds and if logos are used, they should be accompanied by texts explaining the logo.

Originality/value

This overview is a valuable starting point for future academic research in the domain of disclosure effects and provides insights for advertisers and legislators.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

Available. Open Access. Open Access
Article
Publication date: 22 January 2025

Matthew A. Lapierre, Eva A. van Reijmersdal and Sophie C. Boerman

This study aims to examine how individual differences and contextual factors affect audience responses to sponsored video content. Specifically, this study tests whether executive…

52

Abstract

Purpose

This study aims to examine how individual differences and contextual factors affect audience responses to sponsored video content. Specifically, this study tests whether executive function (EF, both hot and cool) skills in young adults influence persuasion knowledge and advertising responses. The study further tests the moderating role of disclosure presence and country of participants (US vs The Netherlands).

Design/methodology/approach

An online experiment (N = 368) with a 2 (disclosure: present versus absent) × 2 (country: US versus The Netherlands) between subjects design featuring young adults (M age = 21.06; SDage = 3.06) is conducted.

Findings

Participants with more advanced cool EF showed a better understanding of the persuasive intent of the video, and hot EF was associated with higher brand recall. In addition, disclosures only enhance the understanding of persuasive intent of the video for people with less advanced levels of hot EF. Lastly, Dutch participants were more responsive toward the disclosure.

Originality/value

This study provides key insights regarding how young adults process sponsored content and the role that cognition plays in shaping responses.

Details

Young Consumers, vol. 26 no. 7
Type: Research Article
ISSN: 1747-3616

Keywords

Available. Open Access. Open Access
Article
Publication date: 31 May 2024

Eva A. van Reijmersdal, Marieke Walet and Andrea Gudmundsdóttir

Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the…

3887

Abstract

Purpose

Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the self-presentation strategies of a layperson, opinion leadership and micro-celebrity influence source credibility (i.e. trustworthiness, expertise, physical attractiveness and social attractiveness) and how source credibility, in turn, affects brand responses.

Design/methodology/approach

An online experiment among female participants (N = 229) was conducted. Participants were shown a sponsored blog in which the influencer presented herself as either a layperson, an opinion leader or a micro-celebrity.

Findings

The study demonstrated that the presentation strategy of a layperson was more persuasive than a micro-celebrity presentation because of higher levels of (1) trust and (2) social attractiveness. In addition, opinion leaders were perceived as having more expertise than laypeople and, therefore, positively enhanced brand responses.

Research limitations/implications

The current findings provide relevant insights into the theoretical mechanisms (i.e. expertise, trustworthiness and social attractiveness) that explain the effects of self-presentation strategies on brand responses.

Practical implications

Our findings imply that credibility perceptions determine the persuasiveness of the SMI. This study showed that layperson and opinion leadership self-presentation strategies are relatively more persuasive.

Originality/value

This study is the first to show that influencers’ self-presentation strategies determine how people respond to the brands that influencers promote. In addition, we show that these effects are explained by the influencers’ trust, social attractiveness and expertise.

Details

Marketing Intelligence & Planning, vol. 42 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Open Access. Open Access
Article
Publication date: 8 August 2021

Suzanna Opree, Moniek Buijzen and Eva van Reijmersdal

The aim of this study is to determine which of previously used survey measures can be considered the most appropriate to assess children’s advertising exposure. First, three…

2482

Abstract

Purpose

The aim of this study is to determine which of previously used survey measures can be considered the most appropriate to assess children’s advertising exposure. First, three levels of content specificity for assessing children’s exposure to advertising were distinguished as follows: exposure to the medium, exposure to broad content and exposure to specific (i.e. commercial) content. Second, using longitudinal data from 165 children between 8 and 11 years old, the test-retest reliability and content validity of survey measures from all three levels were examined.

Design/methodology/approach

Due to societal concerns about the effects of advertising on children’s well-being, research into this topic is expanding. To enhance knowledge accumulation and bring uniformity to the field, a validated standard survey measure of advertising exposure is needed. The aim of this study is to provide such measures for television and internet advertising.

Findings

The findings suggest that all measures provided solid estimates for children’s television and internet advertising exposure. Yet, due to minor differences in reliability and validity, it may be concluded that television advertising exposure can best be measured by asking children how often they watch certain popular (commercial) television networks, either weighting or not weighting for advertising density. Internet advertising exposure can best be measured by asking children how often they use the internet or how often they visit certain popular websites, weighting for advertising density.

Originality/value

The current measures for children’s advertising exposure through traditional media can easily be adapted to fit new media.

Details

Young Consumers, vol. 22 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

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Article
Publication date: 17 August 2015

Eva A. van Reijmersdal, Esther Rozendaal and Moniek Buijzen

The purposes of this paper are to investigate the effects of integrated advertising formats on the persuasion of children, children’s awareness of the persuasive intent of these…

713

Abstract

Purpose

The purposes of this paper are to investigate the effects of integrated advertising formats on the persuasion of children, children’s awareness of the persuasive intent of these formats and how this awareness mediates the level of persuasion.

Design/methodology/approach

An one-factor between-subjects experiment was conducted among 117 boys from 8 to 12 years old.

Findings

This study showed that boys were more aware of the persuasive intent of a non-integrated catalog than of a brand-integrated magazine. In addition, higher awareness of the persuasive intent of the catalog enhanced persuasion in boys.

Research limitations/implications

This study only focused on boys’ responses and not on girls.

Practical implications

Findings imply that advertisers could focus on non-integrated print advertising formats, such as catalogs, to promote positive product attitudes among boys. Catalogs are also a more ethical way of communicating to boys because boys are generally aware of catalogs’ persuasive intent.

Social implications

This study implies that even if children have sufficient persuasion knowledge, they do not necessarily use it to critically evaluate advertising.

Originality/value

This paper is the first to systematically test the differences in effects of brand-integrated magazines versus catalogs targeted toward children. Importantly, it shows that persuasion knowledge plays a fundamentally different role in the persuasion process of children than of adults: awareness of the persuasive intent of catalogs increases persuasion among boys, whereas previous studies among adults showed opposite results.

Details

Young Consumers, vol. 16 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

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Article
Publication date: 14 November 2016

Suzanna J. Opree, Moniek Buijzen and Eva A. van Reijmersdal

It is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between…

6259

Abstract

Purpose

It is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between advertising exposure and life satisfaction (Aim 1), as well as the mediating roles of psychological wellbeing (Aim 2) and its underlying dimensions (Aim 3).

Design/methodology/approach

Three-wave panel data were collected among 1,133 8-12-year-olds. Psychological wellbeing was measured overall and per dimension (i.e. environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positive relationships with others).

Findings

The authors found a nonsignificant total effect of advertising exposure at Wave 1 on life satisfaction at Wave 3: The negative direct effect was annulled by the positive indirect effect via overall psychological wellbeing at Wave 2. Detailed analysis revealed that personal growth and autonomy functioned as positive mediators, and purpose in life as a negative mediator in the relation between advertising exposure and life satisfaction.

Social implications

This research informs the ethical debate surrounding child-directed advertising, showing it might stimulate children’s sense of control over their environment, openness to new experiences, direction in life and sense of self-agency.

Originality/value

This study is the first to examine advertising’s effect on life satisfaction and psychological wellbeing simultaneously. The study used a large sample and a longitudinal panel design, allowing conclusions about the specific effects of advertising exposure.

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
Book part
Publication date: 29 December 2016

Free Access. Free Access

Abstract

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Available. Content available
Book part
Publication date: 29 December 2016

Free Access. Free Access

Abstract

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Available. Content available
Article
Publication date: 18 April 2017

Francisco Guzmán and Cleopatra Veloutsou

385

Abstract

Details

Journal of Product & Brand Management, vol. 26 no. 2
Type: Research Article
ISSN: 1061-0421

Available. Content available
Article
Publication date: 17 August 2015

Brian Young

154

Abstract

Details

Young Consumers, vol. 16 no. 3
Type: Research Article
ISSN: 1747-3616

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