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1 – 10 of 19Sophie C. Boerman and Eva A. van Reijmersdal
This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.
Abstract
Purpose
This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.
Methodology/approach
We provide a qualitative literature review of 21 empirical studies.
Findings
Awareness of disclosures is rather low, but when consumers are aware of a disclosure, it successfully activates persuasion knowledge and can increase brand memory. The literature shows inconclusive findings with respect to the effects of disclosures on attention paid to sponsored content, critical processing, brand attitudes, and purchase intentions. In addition, the literature shows that modality of the disclosure has no significant effects, but the content of the disclosure, its timing, its duration, receivers’ moods, and their perceptions of the sponsored content or the endorser are important moderators.
Research implications
More research is needed on differences in effects of disclosures in different media and on disclosures of online sponsored content online (e.g., sponsored tweets and vlogs).
Practical implications
This chapter provides advertisers with insights on how disclosures affect the persuasiveness of sponsored content in several media.
Social implications
For legislators, explicit guidelines on how to create effective disclosures of sponsored content are provided. For example, to increase persuasion knowledge, disclosures should be portrayed for at least 3 seconds and if logos are used, they should be accompanied by texts explaining the logo.
Originality/value
This overview is a valuable starting point for future academic research in the domain of disclosure effects and provides insights for advertisers and legislators.
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Eva A. van Reijmersdal, Marieke Walet and Andrea Gudmundsdóttir
Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the…
Abstract
Purpose
Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the self-presentation strategies of a layperson, opinion leadership and micro-celebrity influence source credibility (i.e. trustworthiness, expertise, physical attractiveness and social attractiveness) and how source credibility, in turn, affects brand responses.
Design/methodology/approach
An online experiment among female participants (N = 229) was conducted. Participants were shown a sponsored blog in which the influencer presented herself as either a layperson, an opinion leader or a micro-celebrity.
Findings
The study demonstrated that the presentation strategy of a layperson was more persuasive than a micro-celebrity presentation because of higher levels of (1) trust and (2) social attractiveness. In addition, opinion leaders were perceived as having more expertise than laypeople and, therefore, positively enhanced brand responses.
Research limitations/implications
The current findings provide relevant insights into the theoretical mechanisms (i.e. expertise, trustworthiness and social attractiveness) that explain the effects of self-presentation strategies on brand responses.
Practical implications
Our findings imply that credibility perceptions determine the persuasiveness of the SMI. This study showed that layperson and opinion leadership self-presentation strategies are relatively more persuasive.
Originality/value
This study is the first to show that influencers’ self-presentation strategies determine how people respond to the brands that influencers promote. In addition, we show that these effects are explained by the influencers’ trust, social attractiveness and expertise.
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Eva A. van Reijmersdal, Esther Rozendaal and Moniek Buijzen
The purposes of this paper are to investigate the effects of integrated advertising formats on the persuasion of children, children’s awareness of the persuasive intent of these…
Abstract
Purpose
The purposes of this paper are to investigate the effects of integrated advertising formats on the persuasion of children, children’s awareness of the persuasive intent of these formats and how this awareness mediates the level of persuasion.
Design/methodology/approach
An one-factor between-subjects experiment was conducted among 117 boys from 8 to 12 years old.
Findings
This study showed that boys were more aware of the persuasive intent of a non-integrated catalog than of a brand-integrated magazine. In addition, higher awareness of the persuasive intent of the catalog enhanced persuasion in boys.
Research limitations/implications
This study only focused on boys’ responses and not on girls.
Practical implications
Findings imply that advertisers could focus on non-integrated print advertising formats, such as catalogs, to promote positive product attitudes among boys. Catalogs are also a more ethical way of communicating to boys because boys are generally aware of catalogs’ persuasive intent.
Social implications
This study implies that even if children have sufficient persuasion knowledge, they do not necessarily use it to critically evaluate advertising.
Originality/value
This paper is the first to systematically test the differences in effects of brand-integrated magazines versus catalogs targeted toward children. Importantly, it shows that persuasion knowledge plays a fundamentally different role in the persuasion process of children than of adults: awareness of the persuasive intent of catalogs increases persuasion among boys, whereas previous studies among adults showed opposite results.
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Suzanna J. Opree, Moniek Buijzen and Eva A. van Reijmersdal
It is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between…
Abstract
Purpose
It is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between advertising exposure and life satisfaction (Aim 1), as well as the mediating roles of psychological wellbeing (Aim 2) and its underlying dimensions (Aim 3).
Design/methodology/approach
Three-wave panel data were collected among 1,133 8-12-year-olds. Psychological wellbeing was measured overall and per dimension (i.e. environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positive relationships with others).
Findings
The authors found a nonsignificant total effect of advertising exposure at Wave 1 on life satisfaction at Wave 3: The negative direct effect was annulled by the positive indirect effect via overall psychological wellbeing at Wave 2. Detailed analysis revealed that personal growth and autonomy functioned as positive mediators, and purpose in life as a negative mediator in the relation between advertising exposure and life satisfaction.
Social implications
This research informs the ethical debate surrounding child-directed advertising, showing it might stimulate children’s sense of control over their environment, openness to new experiences, direction in life and sense of self-agency.
Originality/value
This study is the first to examine advertising’s effect on life satisfaction and psychological wellbeing simultaneously. The study used a large sample and a longitudinal panel design, allowing conclusions about the specific effects of advertising exposure.
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Suzanna Opree, Moniek Buijzen and Eva van Reijmersdal
The aim of this study is to determine which of previously used survey measures can be considered the most appropriate to assess children’s advertising exposure. First, three…
Abstract
Purpose
The aim of this study is to determine which of previously used survey measures can be considered the most appropriate to assess children’s advertising exposure. First, three levels of content specificity for assessing children’s exposure to advertising were distinguished as follows: exposure to the medium, exposure to broad content and exposure to specific (i.e. commercial) content. Second, using longitudinal data from 165 children between 8 and 11 years old, the test-retest reliability and content validity of survey measures from all three levels were examined.
Design/methodology/approach
Due to societal concerns about the effects of advertising on children’s well-being, research into this topic is expanding. To enhance knowledge accumulation and bring uniformity to the field, a validated standard survey measure of advertising exposure is needed. The aim of this study is to provide such measures for television and internet advertising.
Findings
The findings suggest that all measures provided solid estimates for children’s television and internet advertising exposure. Yet, due to minor differences in reliability and validity, it may be concluded that television advertising exposure can best be measured by asking children how often they watch certain popular (commercial) television networks, either weighting or not weighting for advertising density. Internet advertising exposure can best be measured by asking children how often they use the internet or how often they visit certain popular websites, weighting for advertising density.
Originality/value
The current measures for children’s advertising exposure through traditional media can easily be adapted to fit new media.
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Sara Catalán, Eva Martínez and Elaine Wallace
This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.
Abstract
Purpose
This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.
Design/methodology/approach
Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.
Findings
The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.
Research limitations/implications
The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.
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Sara Catalán, Eva Martínez and Elaine Wallace
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the…
Abstract
Purpose
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience.
Design/methodology/approach
Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model.
Findings
The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention.
Practical implications
The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.
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Liesbeth Hellemans, Eva Lievens and Peggy Valcke
This paper aims to examine the challenges raised by hybrid advertising strategies for principles of identification and separation, included in various regulatory instruments, and…
Abstract
Purpose
This paper aims to examine the challenges raised by hybrid advertising strategies for principles of identification and separation, included in various regulatory instruments, and the Audiovisual Media Services Directive (AVMSD) in particular.
Design/methodology/approach
First, this paper describes two examples of hybrid (television) advertising formats, with a potential interconnection between editorial and commercial content, such as advertorials and commercial overlays. This section is followed by an analysis of the origins and key elements of the identification and separation principle. Next, the implementation in legislation of Belgium (Flanders region), The Netherlands and the UK, and decisions of media regulators in those countries are explored to assess how the principles are interpreted in practice. Finally, the authors identify the concrete challenges that these formats raise and frame those against the background of European policy developments.
Findings
The analysis shows that the current interpretation of the identification and separation principles conflicts with the inherently integrated features of hybrid advertising formats, especially commercial overlays. To remedy this, the authors propose strengthening the identification principle, for instance, by developing cross-media labels and framing this within a co-regulatory framework where advertisers and media service providers take up their responsibility to respect fundamental principles and protect less cognitively skilled consumers, such as children.
Originality/value
This paper aims to contribute to the current re-thinking of the legal framework with regard to new commercial communication techniques, convergence and public interest goals. This can be framed against the background of the revision of the AVMSD and the Digital Single Market Strategy.
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