Written honesty is the best policy: Effects of disclosure explicitness and disclosure modality on brand responses via critical attitudes
Publication year
2019Publisher
Wiesbaden : Springer Fachmedien
ISBN
9783658248789
In
Bigne, E.; Rosengren, S. (ed.), Advances in advertising research X: Multiple touchpoints in brand communication, pp. 133-146Publication type
Part of book or chapter of book
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Editor(s)
Bigne, E.
Rosengren, S.
Organization
SW OZ BSI CW
Languages used
English (eng)
Book title
Bigne, E.; Rosengren, S. (ed.), Advances in advertising research X: Multiple touchpoints in brand communication
Page start
p. 133
Page end
p. 146
Subject
Communication and MediaAbstract
Influencer marketing has become an invaluable marketing tool. Integrating commercial messages into the social media posts of 'influencers' with a large follower base has become a trending and effective way for advertisers to promote their products. Since viewers may be unaware that the creative content of their favorite influencers on Instagram and YouTube are sponsored by brands, content creators in both Europe and the US are strongly advised to disclose any form of endorsement marketing on their channel (CAP, 2015; Federal Trade Commission, 2013; Stichting Reclame Code, 2014; Word of Mouth Marketing Association, 2013).
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