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2023 | OriginalPaper | Chapter

8. Influencer Marketing and Sponsorship Disclosure

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Abstract

In order to make use of the full potential of social media in general and particularly Instagram, companies are using SMIs to promote their brands. DE VEIRMAN /HUDDERS (2020) underline the relevance of the disclosure problematic for SMIs.  Sponsorship disclosure is defined, for the purposes of this paper as labels, indications and cues that aid in unambiguously identifying the persuasion attempt in a commercial post. Hence, it is a declaration on the part of the SMI, that the published message has a commercial nature. This admission can occur as an additional message (including e.g., #advertisement or #sponsored), or as an Instagram standardized disclosure label).

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Footnotes
1
Cf. EVANS ET AL. (2017), p. 138; PHUA/JIN/KIM (2017), p. 116; CASALÓ ET AL. (2020), pp. 510 et seq.
 
2
Cf. DE VEIRMAN/HUDDERS (2020), p. 5.
 
3
Cf. STATISTA (2022b).
 
4
Cf. DE VEIRMAN/HUDDERS (2020), pp. 98 et seq.
 
5
Cf. KIM/KIM (2020) pp. 2 et seqq.; DE VEIRMAN/HUDDERS/NELSON (2019), pp. 1 et seqq.; BROWN/HAYES (2008).
 
6
Cf. KIM/KIM (2020), p. 1, KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 1.
 
7
Cf. BOERMAN (2020), p. 199; EVANS ET AL. (2017); BOERMAN ET AL. (2017), p. 82; HOOFNAGLE/MELESHINSKY (2015), pp. 2 et seq.; MEYER (2019).
 
8
Cf. COULDRY/TUROW (2014), p. 1716.
 
9
Cf. FERRER-CONILL (2016), p. 2; KAY/MULCAHY/PARKINSON (2020), p. 3 defines native adverting as the “practice of mixing sponsored content with non-sponsored content by social media influencers”. Cf. CAMPBELL/GRIMM (2019), pp. 110 et seqq.; KAY (2020), p. 3.
 
10
Cf. STUBB ET AL. (2019_A), p. 111; CHIA (2012), p. 434.
 
11
Cf. KIM/KIM (2020), pp. 1 et seqq.; AUDREZET/DE KERVILER/MOULARD (2020), pp. 577 et seqq.
 
12
Cf. LUECK (2015), pp. 12 et seq.
 
13
Cf. STUBB ET AL. (2019a), p. 111; WOJDYNSKI/EVANS, (2016) pp. 157 et seqq.
 
14
Cf. STUBB ET AL. (2019a), p. 111; BOERMAN/VAN REIJMERSDAL (2016), pp. 115 et seqq.
 
15
Cf. KIM/KIM (2020), pp. 1 et seqq.
 
16
Cf. LU ET AL. (2014), p. 260.
The study (N = 613) employs a 2 (sponsorship type) × 2 (product type) × 2 (brand awareness) experimental design to investigate consumer attitudes toward sponsored recommendation posts and purchase intention. The findings support that when the products recommended in blog posts have high brand awareness or are search goods (computers, cell phones and cameras—not experience goods), consumers have high positive attitudes toward sponsored recommendation posts. This increases their purchase intention. The directly-financial/ indirect-financial benefits received by the bloggers have no significant effect on the readership attitudes. These features appear to increase online readers’ trust toward blog writings as well as the credibility of sponsored recommendation posts.
 
17
Cf. NETIMPERATIVE (2020).
 
18
Cf. The ADVERTISING STANDARDS AUTHORITY Ltd. (ASA). ASA advocates for a clear and obvious distinguishment of sponsored content in posts. Sponsorship disclosure labels in influencer posts “must be prominent enough that consumers will easily notice it”. “Burying a label in list of hashtags, putting it in a color that contrasts poorly with the background or placing it ‘under the fold’ where consumers would need to click ‘Cf. more’ to expand the post, won’t be sufficient”. ASA (2020 A); ASA (2020b).
 
19
Cf. BVDW (2020b).
 
20
Cf. BVDW (2020b).
 
21
Cf. BVDW (2020b). N = 1.051 representatively selected German citizens.
 
22
Cf. BVDW (2021).
 
23
Cf. BOERMAN ET AL. (2012), pp. 1047 et seqq.
 
24
Cf. BOERMAN ET AL. (2012), pp. 1056 et seqq.
 
25
Cf. DE VEIRMAN/HUDDER/NELSON (2019), pp. 2 et seqq.
 
26
Cf. KIM/KIM (2020), pp. 2 et seqq.
 
27
Cf. ABDULLAHI (2020), p. 12; SPANGLER (2017).
 
28
Cf. WOJDYNSKI/EVANS (2016), pp. 158 et seqq.; DE VEIRMAN/HUDDERS (2020), pp. 97 et seqq., ABDULLAHI (2020), p. 11; BOERMAN (2020), pp. 204 et seqq.; KIM/KIM (2020), pp. 1 et seqq.
 
Metadata
Title
Influencer Marketing and Sponsorship Disclosure
Author
Corina Oprea
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-41364-4_8

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