Work

The Effects of Sponsorship Disclosure on Consumer Perceptions

Year: 2022

Type: article

Abstract: This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.

Source: Bryant Digital Repository (Bryant University)

Author: Leonard, Evan

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7000202145

FWCI:

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Related to: 10