“This Post Is Sponsored”: Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook
TL;DR: In this article, the effects of advertising disclosure on the use of conceptual persuasion knowledge were investigated in a Facebook experiment with celebrity endorsers vs. brands, and it was found that a disclosure starts a process in which the recognition of advertising causes consumers to develop distrusting beliefs about the post (i.e., higher attitudinal persuasion knowledge), and decreases their intention to engage in electronic word of mouth.
About: This article is published in Journal of Interactive Marketing.The article was published on 2017-05-01 and is currently open access. It has received 273 citations till now. The article focuses on the topics: Persuasion & Social media.
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TL;DR: In this article, the authors apply a qualitative approach based on SMI-brand partnership observations, SMI interviews, and a comparison of these data sources to propose a four-path framework that provides the first conceptualization of how SMIs can manage authenticity for themselves to resolve the tensions created by brand encroachment into their content.
310 citations
TL;DR: In this article, the authors studied the factors that drive success of online brand engagement at different stages of the consumer purchase funnel and found that influencer marketing is prevalent in firm strategies.
Abstract: Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The fi...
255 citations
TL;DR: Light is shed on how digital celebrities have an advertising influence on their SNS followers with the concept of parasocial relationships and is notable given the dearth of empirical studies on digital celebrities’ SNS advertising.
231 citations
TL;DR: This study examined whether this disclosure effectively raises ad recognition, and how this consequently affects consumers' responses to the message, influencer, and brand.
178 citations
TL;DR: In this paper, two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand and found that influencer-brand fit had a positive impact on the image of the influencer and on the effectiveness of advertising, especially for followers with low levels of parasocial relationships.
Abstract: Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand. The first study used an experimental design and focused on internal validity, whereas the second study employed a survey, presenting results high in external validity. Both studies analyzed the consequences for the influencer concerning his/her perceived trustworthiness and expertise, as well as the impact on brand evaluations and behavioral intentions. Influencer–brand fit had a positive impact on the image of the influencer and on the effectiveness of advertising, especially for followers with low levels of parasocial relationships.
176 citations
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Book•
06 May 2013
TL;DR: In this paper, the authors present a discussion of whether, if, how, and when a moderate mediator can be used to moderate another variable's effect in a conditional process analysis.
Abstract: I. FUNDAMENTAL CONCEPTS 1. Introduction 1.1. A Scientist in Training 1.2. Questions of Whether, If, How, and When 1.3. Conditional Process Analysis 1.4. Correlation, Causality, and Statistical Modeling 1.5. Statistical Software 1.6. Overview of this Book 1.7. Chapter Summary 2. Simple Linear Regression 2.1. Correlation and Prediction 2.2. The Simple Linear Regression Equation 2.3. Statistical Inference 2.4. Assumptions for Interpretation and Statistical Inference 2.5. Chapter Summary 3. Multiple Linear Regression 3.1. The Multiple Linear Regression Equation 3.2. Partial Association and Statistical Control 3.3. Statistical Inference in Multiple Regression 3.4. Statistical and Conceptual Diagrams 3.5. Chapter Summary II. MEDIATION ANALYSIS 4. The Simple Mediation Model 4.1. The Simple Mediation Model 4.2. Estimation of the Direct, Indirect, and Total Effects of X 4.3. Example with Dichotomous X: The Influence of Presumed Media Influence 4.4. Statistical Inference 4.5. An Example with Continuous X: Economic Stress among Small Business Owners 4.6. Chapter Summary 5. Multiple Mediator Models 5.1. The Parallel Multiple Mediator Model 5.2. Example Using the Presumed Media Influence Study 5.3. Statistical Inference 5.4. The Serial Multiple Mediator Model 5.5. Complementarity and Competition among Mediators 5.6. OLS Regression versus Structural Equation Modeling 5.7. Chapter Summary III. MODERATION ANALYSIS 6. Miscellaneous Topics in Mediation Analysis 6.1. What About Baron and Kenny? 6.2. Confounding and Causal Order 6.3. Effect Size 6.4. Multiple Xs or Ys: Analyze Separately or Simultaneously? 6.5. Reporting a Mediation Analysis 6.6. Chapter Summary 7. Fundamentals of Moderation Analysis 7.1. Conditional and Unconditional Effects 7.2. An Example: Sex Discrimination in the Workplace 7.3. Visualizing Moderation 7.4. Probing an Interaction 7.5. Chapter Summary 8. Extending Moderation Analysis Principles 8.1. Moderation Involving a Dichotomous Moderator 8.2. Interaction between Two Quantitative Variables 8.3. Hierarchical versus Simultaneous Variable Entry 8.4. The Equivalence between Moderated Regression Analysis and a 2 x 2 Factorial Analysis of Variance 8.5. Chapter Summary 9. Miscellaneous Topics in Moderation Analysis 9.1. Truths and Myths about Mean Centering 9.2. The Estimation and Interpretation of Standardized Regression Coefficients in a Moderation Analysis 9.3. Artificial Categorization and Subgroups Analysis 9.4. More Than One Moderator 9.5. Reporting a Moderation Analysis 9.6. Chapter Summary IV. CONDITIONAL PROCESS ANALYSIS 10. Conditional Process Analysis 10.1. Examples of Conditional Process Models in the Literature 10.2. Conditional Direct and Indirect Effects 10.3. Example: Hiding Your Feelings from Your Work Team 10.4. Statistical Inference 10.5. Conditional Process Analysis in PROCESS 10.6. Chapter Summary 11. Further Examples of Conditional Process Analysis 11.1. Revisiting the Sexual Discrimination Study 11.2. Moderation of the Direct and Indirect Effects in a Conditional Process Model 11.3. Visualizing the Direct and Indirect Effects 11.4. Mediated Moderation 11.5. Chapter Summary 12. Miscellaneous Topics in Conditional Process Analysis 12.1. A Strategy for Approaching Your Analysis 12.2. Can a Variable Simultaneously Mediate and Moderate Another Variable's Effect? 12.3. Comparing Conditional Indirect Effects and a Formal Test of Moderated Mediation 12.4. The Pitfalls of Subgroups Analysis 12.5. Writing about Conditional Process Modeling 12.6. Chapter Summary Appendix A. Using PROCESS Appendix B. Monte Carlo Confidence Intervals in SPSS and SAS
26,144 citations
TL;DR: The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com, and find that reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon and that an improvement in a book's reviews leads to an increase in relative sales.
Abstract: The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com. The authors find that (1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com; (2) an improvement in a book's reviews leads to an increase in relative sales at that site; (3) for most samples in the study, the impact of one-star reviews is greater than the impact of five-star reviews; and (4) evidence from review-length data suggests that customers read review text rather than relying only on summary statistics.
4,180 citations
TL;DR: In this article, the authors present a model of how people develop and use persuasion knowledge to cope with persuasion attempts and discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves.
Abstract: In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research.
2,914 citations
2,526 citations
TL;DR: The authors developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness of celebrity endorsers, which was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested.
Abstract: The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.
2,489 citations