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2023 | OriginalPaper | Chapter

5. Derivation of Research Gaps and Research Questions

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Abstract

In aid of curent research shortcomings, the main objective of this thesis is to contribute to a deeper understanding of the effects of disclosure impartiality used by SMIs on brand objectives by answering two research questions. (1) What are the effects of different disclosure impartiality language (#honestopinion / impartiality text) on brand objectives? (2) How does the disclosure impartiality (#honestopinion / impartiality text) impact the brand objectives, in the case of SMIs that regularly post product endorsements, compared to SMIs that do not?

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Footnotes
1
See MEDIAKIX (2019b); BAILIS (2020).
 
2
See INFLUENCER MARKETING HUB (2021); MEDIAKIX (2019b).
 
3
See MEDIAKIX (2019b); BAILIS (2020).
 
4
Cf. HUGHES/SWAMINATHAN/BROOKS (2019), p. 79 et seqq., HIDDESSEN (2020), p. 28.
 
5
Cf. KIRCABURUN ET AL. (2020) p. 543.
 
6
Cf. KIRCABURUN ET AL. (2020) p. 529; HARIDAKIS/HANSON (2009); BALAKRISHNAN/ GRIFFITHS (2017); KHAN (2017).
 
7
Cf. KIRCABURUN ET AL. (2020) p. 543.
 
8
Cf. KHAN (2017), p. 239; HARIDAKIS/HANSON (2009).
 
9
Cf. HUGHES/SWAMINATHAN/BROOKS (2019), p. 92.
 
10
Cf. HWANG/JEONG (2016), p. 534.
 
11
Cf. STUBB/COLLIANDER (2019b), p. 214.
 
12
Cf. HWANG (2016), pp. 532 et seq.
 
13
Cf. STUBB/COLLIANDER (2019b) examines, based on N = 375 respondents, how “emphasizing impartiality” (“this is not sponsored content”) affects consumers' response by applying a 3 factorial-design (disclosure type: impartial vs. explicit sponsorship vs. no disclosure). The findings reveal that impartiality posts are less likely to be perceived as advertising, when compared to sponsored posts or posts without any sponsorship information and thus foster higher source credibility. Nevertheless, the same significant effect of disclosure cannot be found for purchase intention. Cf. STUBB/COLLIANDER (2019b), p. 214.
 
14
Cf. CARR/HAYES (2014), pp. 41 et seq.
 
15
Cf. HWANG/JEONG (2016), p. 530.
 
16
Cf. STUBB/COLLIANDER (2019b), p. 213.
 
17
Cf. TATAGE (2017), p. 37.
 
18
Cf. SOKOLOVA/KEFI (2019), p. 10.
 
19
Cf. TATAGE (2017), p. 37.
 
20
Cf. KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 52. The authors use trustworthiness and advertising transparency as mediators between the disclosure type (nondisclosure vs. in-text branded control tool “Paid partnership with brand [x]). However, the impartiality disclosure remains unexplored.
 
21
Cf. MOWEN/BROWN (1981) pp. 437 et seq.
 
22
Cf. MOWEN/BROWN (1981) p. 438.
 
23
See TRIPP/JENSEN/CARLSON (1994); MOWEN/BROWN (1981); CHEN ET AL. (2013); KLEIN/BECKER (2018) MPE has a negative effect on trustworthiness, particularly for macro SMIs.
 
24
Cf. KLEIN/BECKER (2018), p. 8. MPE improves the attractiveness of the SMI.
 
25
Cf. SÁNCHEZ-FERNÁNDEZ/JIMÉNEZ-CASTILLO (2021), p. 1137.
 
26
Cf. KI ET AL. (2020), p. 11.
 
27
Cf. SÁNCHEZ-FERNÁNDEZ/JIMÉNEZ-CASTILLO (2021), pp. 1133 et seq.
 
Metadata
Title
Derivation of Research Gaps and Research Questions
Author
Corina Oprea
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-41364-4_5

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