15. Summary of Empirical Results and Discussion

2023
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Author: Corina Oprea
Published in: The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements
Publisher: Springer Fachmedien Wiesbaden

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Abstract

The chapter delves into the intricate relationship between Social Media Influencers (SMIs) and their followers, focusing on the use of impartiality disclosures in Instagram posts. It examines how different types of disclosures, such as '#honestopinion' and 'This is not a sponsored post', impact brand objectives, source credibility, and purchase intentions. The study also investigates the effects of multiple product endorsements on consumer perceptions, providing a comprehensive analysis of the complex interplay between transparency, credibility, and consumer behavior in the digital age.

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Title: Summary of Empirical Results and Discussion
Author: Corina Oprea
Publisher: Springer Fachmedien Wiesbaden
Book: The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements
Print ISBN: 978-3-658-41363-7

Electronic ISBN: 978-3-658-41364-4

Copyright Year: 2023
DOI: https://doi.org/10.1007/978-3-658-41364-4_15

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