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2023 | OriginalPaper | Chapter

9. Research Strains Regarding Sponsorship Disclosures in Influencer Marketing

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Abstract

Considering the very particular research strain of influencer marketing, two main research streams can be identified. The (1) first research strain analyses the effects of the disclosure as such and thus focuses on contrasting disclosure vs. non-disclosure. This includes studies by DE JANS/CAUBERGHE/HUDDERS (2018), BOERMAN ET AL. (2017), KIM/KIM (2020), BECKERT ET AL. (2020), and BREVES (2021). The (2) second research stream investigates different types of disclosure such as different wording (e.g., EVANS ET AL. (2017) and DE VEIRMAN/HUDDERS (2020)) or timing (VAN REIJMERSDAL ET AL. (2020)).

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Footnotes
1
Cf. BOERMAN ET AL. (2012), p. 200; CAMPBELL ET AL. (2013), p. 484 (first and second study); KIELBOWICZ/LAWSON (2004); DEKKER/VAN RIJMERSAAL (2013), p. 224; BOERMAN ET AL. (2015), pp. 196 et seq.
 
2
Cf. CAMPBELL ET AL. (2013), p. 490 (in his third study); HWANG/JEONG (2016), p. 528.
 
3
Cf. WOJDYNSKI (2016), p. 203; WOJDNYSKI/EVANS (2016), p. 1.
 
4
Cf. LU ET AL. (2014), p. 260.
 
5
Cf. EISEND ET AL. (2020), pp. 344 et seq.
 
6
Cf. KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 6.
 
7
Cf. BOERMAN ET AL. (2017), p. 82; DE JANS/CAUBERGHE/HUDDERS (2018), p. 1.
 
8
Cf. DE JANS/CAUBERGHE/HUDDERS (2018) focuses on how advertising disclosure impacts young adolescents aged 11 to 14 (N = 160) perception of sponsored vlogs.
 
9
Cf. BOERMAN ET AL. (2017), p. 86.
 
10
Cf. BREVES (2021), p. 12.
 
11
Cf. BECKERT ET AL. (2020), p. 1168.
 
12
Cf. KIM/KIM (2020), p. 6. The authors only observe two cases. One with “#sponsored and one without”.
 
13
Cf. BOERMAN ET AL. (2017), p. 87.
 
14
Cf. BOERMAN ET AL. (2017), p. 86.
 
15
Cf. DE JANS/CAUBERGHE/HUDDERS (2018), pp. 1 et seq.
 
16
Cf. DE JANS/CAUBERGHE/HUDDERS (2018), pp. 12 et seqq.
 
17
Cf. BECKERT ET AL. (2020), p. 1171.
 
18
Cf. BECKERT ET AL. (2020), p. 1168.
 
19
Cf. KAY ET AL. (2020), p. 25.
 
20
Cf. KAY ET AL. (2020), p. 39.
 
21
Cf. KIM/KIM (2020), pp. 6 et seqq.
 
22
Cf. BREVES (2021), pp. 3 et seqq.
 
23
Cf. BREVES (2021), pp. 12 et seqq.
 
24
Cf. EVANS ET AL. (2017), p. 138. The authors N = 237 students.
 
25
Cf. DE VEIRMAN/HUDDERS (2020), pp. 107 et seqq.
 
26
Cf. DE VEIRMAN/HUDDERS (2020), pp. 108 et seqq. However, a limitation of the study remains that it includes only adult respondents, disregarding the younger, heavy Instagram users e.g., ages 12 to 18. Cf. DE VEIRMAN/HUDDERS (2020), pp. 117 et seq.
 
27
Cf. VAN REIJMERSDAL ET AL. (2020), pp. 94 et seqq.
 
28
Cf. KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 51.
 
29
Cf. EVANS ET AL. (2017), p. 138. The authors N = 237 students.
 
30
Cf. VAN REIJMERSDAL ET AL. (2020), pp. 335.
 
31
Cf. VAN REIJMERSDAL ET AL. (2020), pp. 339.
 
32
Cf. VAN REIJMERSDAL ET AL. (2020), pp. 328.
 
33
Cf. DE VEIRMAN/HUDDERS (2020), pp. 115 et seqq.
 
34
Cf. KLEIN/BECKER (2018), p. 4.
 
35
Cf. KLEIN/BECKER (2018), p. 8.
 
36
Cf. KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 34.
 
Metadata
Title
Research Strains Regarding Sponsorship Disclosures in Influencer Marketing
Author
Corina Oprea
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-41364-4_9

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