The effects of the standardized instagram disclosure for micro- and meso-influencers

The growing presence of social media influencers (SMIs) is increasingly modulating consumer behaviour in the travel industry. Trust is a vitally important topic in influencer and tourism marketing ...

The impact of social media influencers on travel decisions: the role of trust in consumer decision journey

Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often not perceived by consumers as advertising and guarantees a wide reach to very engaged audiences. Ma...

The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications

Watching online videos is becoming an important part of children’s media diets. Children particularly like content that is specifically created for YouTube by YouTube personalities. Because these personalities have a large reach and are considered likeable and credible, they have become social media influencers. For advertisers, these influencers are an interesting channel to reach youth. Therefore, influencers often embed persuasive sponsored messages in their videos to earn money. However, there are concerns about this practice because it is not always clear when a video includes advertising. Therefore, in several countries, guidelines have been developed that state that sponsoring in influencer videos should be disclosed as such. Until now, little is known about the effects of disclosures for influencer videos on children and the boundary conditions for such effects. Therefore, we investigated the effects of a disclosure of sponsored influencer videos on children’s advertising literacy. Additionally, we examined the consequences of the disclosure for children’s responses to the brand, advertised product, and video. We also included the para-social relationship (PSR) that children experience with an influencer as a possible boundary condition for disclosure effects on persuasion. Our experiment amongst children between 8 and 12 years old showed that, when children correctly recalled the disclosure, the disclosure increased their recognition of advertising, and understanding of selling and persuasive intent. Moreover, advertising literacy evoked by the disclosure affected persuasion: The disclosure enhanced brand memory through ad recognition, but also decreased advertised product desire through understanding the selling intent of the video. Furthermore, the PSR of children with the influencer proved to be a boundary condition for disclosure effects on brand attitudes. Only for those children who experienced moderate to low PSRs with the influencer, the disclosure resulted in less positive brand attitudes through understanding selling intent. For children who experienced a strong PSR with the influencer, the understanding that the content had a selling intent did not affect their brand attitudes. These findings show that a disclosure (if noticed and remembered) can be an effective tool to achieve transparency, but also influences the persuasive outcomes of influencer marketing in online videos.

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Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship.

https://pure.uva.nl/ws/files/54140345/1_s2.0_S1094996819300957_main.pdf

Effects of disclosing influencer marketing in videos: An eye tracking study among children in early adolescence

This article provides a comprehensive and systematic review of the product placement literature in order to map the thematic development of product placement research, help researchers understand t...

Product Placement in Mass Media: A Review and Bibliometric Analysis

Applying eye tracking and electroencephalography to evaluate the effects of placement disclosures on brand responses

Media multitasking became increasingly popular over the past decade. As this behavior is intensely taxing cognitive resources, it has raised interest and concerns among academics in a variety of fields. Consequently, in recent years, research on how, when, and why people media multitask has strongly emerged, and the consequences of the behavior for a great variety of outcomes (such as working memory, task performance, or socioemotional outcomes) have been explored. While efforts are made to summarize the findings of media multitasking research until date, these meta, and literature studies focused on specific research subdomains. Therefore, the current study adopted a quantitative method to map all studies in the broad field of media multitasking research. The bibliometric and thematic content analyses helped us identifying five major research topics and trends in the overall media multitasking domain. While media multitasking research started by studying its prevalence, appearance, and predictors, early research within the domain was also interested in the impact of this media consumption behavior on individuals' cognitive control and academic performance. Later on in 2007, scholars investigated the implications of media multitasking on the processing of media- and persuasive content, while its impact on socioemotional well-being received attention ever since 2009. Our analyses indicate that research within the field of media multitasking knows a dominant focus on adolescents, television watching, and cognitive depletion. Based on these findings, the paper concludes by discussing directions for future research.

https://biblio.ugent.be/publication/8713336/file/8713341.pdf

Guoquan Ye

Papers

The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications

Product Placement in Mass Media: A Review and Bibliometric Analysis

Applying eye tracking and electroencephalography to evaluate the effects of placement disclosures on brand responses

Media Multitasking: A Bibliometric Approach and Literature Review.

How do expert reviews and consumer reviews affect purchasing decisions? An event-related potential study.