#Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations

Through sponsored content that appears on Instagram users' feeds, advertisers aim to increase brand awareness and induce brand liking. This study examines whether or not the source of this sponsored content plays a crucial role in determining advertising effectiveness among adolescents (aged twelve to eighteen years, N = 131). In particular, sponsored content can be endorsed by the brand itself or by a social media influencer who has been...