The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements
Corina Oprea
Broschiertes Buch

The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements

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Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label "Paid partnership with brand X", others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing "honest opinions" in sponsored and not sponsored Instagram posts affects consumers' responses. Second, it explores if the influencers endorsing multiple products moderates the relatio...