Original paper
“This Post Is Sponsored”
Abstract
Social media, such as Facebook, offer brands the opportunity to reach their target audience in a less obtrusive way than traditional media, through sponsored posts. Regulations require marketers to explicitly inform consumers about the commercial nature of these posts. This study addresses the effects of sponsorship disclosures by means of a 2 (no disclosure vs. the sponsorship disclosure ‘Sponsored’) × 2 (source: celebrity endorser vs. brand)...
Paper Details
Title
“This Post Is Sponsored”
Published Date
May 1, 2017
Volume
38
Pages
82 - 92
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Notes
History