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Sponsorship Disclosures on Instagram: Exploring the effect on consumers’ engagement intentions, influencer credibility perceptions, and brand recall
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Orientador(es)
Resumo(s)
Influencer marketing is a trend that has been growing in the past years. Coupled with this marketing strategy, an inherent topic that has been under discussion is the effect of social media’s sponsorship disclosure on consumers. Focusing on Instagram, the present study investigates how “Paid Partnership with [brand]” type of disclosure (vs. no disclosure) impacts viewers’ reactions and intentions. An online survey was conducted (n = 228), in which participants were shown a fictional Instagram post of an influencer advertising a brand, with or without the disclosure, followed by questions regarding their perceptions and motivations. Findings reveal that this sponsorship disclosure increases ad recognition, which, consequently, negatively impacts influencer credibility perceptions and positively affects brand recall. Neutral effects were found for the influence on engagement intentions. The study results provide valuable insights for brands and companies, as well as for social media influencers, which can translate in actions that will contribute for their success by managing sponsorship disclosure in their best interest.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Sponsorship Disclosure Social Media Influencers Instagram Persuasion Knowledge Ad Recognition Engagement Influencer Credibility Brand Recall SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure