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2023 | OriginalPaper | Chapter

17. Implications for Further Research

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Abstract

Based on the findings mentioned in the previous chapter, this paper presents practical implications that should inform the choices of public policy makers, brand managers and SMIs. Our research is motivated on the one hand by the relevance of SMI-advertising, focusing in particular on the question how additional “honest opinion” messages should be used within commercial content. On the other hand, we aim to observe if SMIs that regularly post product endorsements, blunt their image and become commercial when compared to SMIs that do not endorse multiple products.

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Footnotes
1
Cf. STUBB/COLLIANDER (2019b), p. 219.
 
2
Cf. STUBB/COLLIANDER (2019b), p. 219.
 
3
Cf. TRIPP/JENSEN/CARLSON (1994), p. 543; ERDOGAN (1999), p. 296; KLEIN/BECKER (2018), p. 7; HERRANDO/MARTÍN-DE HOYOS (2022), p. 2. KLEIN/BECKER (2018) cannot support the proposition that an SMI who practices MPE will have lower source credibility (trustworthiness, attractiveness, expertise) which will result in lower purchase intention. KLEIN/BECKER (2018), p. 3.
 
4
Cf. JIN/MUQADDAM (2018), p. 13.
 
5
Cf. EVANS ET AL. (2017), p. 146; SOKOLOVA/KEFI (2019), p. 13; STUBB/COLLIANDER (2019b), p. 219; CASALÓ ET AL. (2020), p. 117.
 
6
Cf. NIE/LIU (2021), p. 362.
 
7
Cf. STATISTA (2021c).
 
8
Cf. JIN/MUQADDAM (2018), p. 13.
 
9
Cf. CHEN (2020).
 
10
Cf. PHUA/JIN/KIM (2017), p. 128.
 
11
Cf. KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 3.
 
12
The positive effect between credibility and purchase intention has been determined by this paper in H3.
 
13
This has been shown in this paper under H5.
 
14
This has been shown in this paper under H3.
 
15
Cf. STUBB ET AL. (2019a), p. 112.
 
16
Cf. STUBB ET AL. (2019a), p. 111.
 
17
Cf. STUBB ET AL. (2019a), p. 111; BECKERT ET AL. (2020), p. 1168.
 
18
Cf. ABDULLAHI (2020), p. 19.
 
19
Our findings are in line with SOKOLOVA/KEFI (2019), p. 12.
 
20
Our findings are in line with LINEMANN (2021), p. 144.
 
21
Cf. RICE (2022).
 
22
Cf. STATISTA (2021d).
 
23
Cf. KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 39.
 
24
Cf. LOU (2021), p. 3; LIENEMANN (2021), p. 118.
 
25
Cf. LIENMANN (2021), p. 160.
 
26
Cf. ABD EL-JAWAD/HODHOD/OMAR (2018), p. 174.
 
27
Cf. LIENMANN (2021), p. 160.
 
28
This has been shown in this paper under H9 and is in accordance with Cf. KI ET AL. (2020), p. 1; LIENEMANN (2021), p. 118.
 
29
Cf. FTC (2019).
 
30
Cf. MICHAELSEN/COLLINI (2022), p. 112.
 
Metadata
Title
Implications for Further Research
Author
Corina Oprea
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-41364-4_17

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