07062nam 22005775 450 991072839120332120230527124750.09783658413644(electronic bk.)978365841363710.1007/978-3-658-41364-4(MiAaPQ)EBC30553128(Au-PeEL)EBL30553128(OCoLC)1381094372(DE-He213)978-3-658-41364-4(BIP)089945197(PPN)270614729(EXLCZ)992678464730004120230527d2023 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierThe Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements[electronic resource] /by Corina Oprea1st ed. 2023.Wiesbaden :Springer Fachmedien Wiesbaden :Imprint: Springer Gabler,2023.1 online resource (272 pages)Innovatives Markenmanagement,2627-1117Print version: Oprea, Corina The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements Wiesbaden : Springer Fachmedien Wiesbaden GmbH,c2023 9783658413637 Intro -- Foreword -- Preface -- Contents -- Abbreviations -- List of Figures -- List of Tables -- Part I The Effects of Impartiality Disclosure on Brand Objectives as Research Objective -- 1 Introduction -- 2 Relevance of Instagram Traffic for Brand Management -- 3 Definition of Social Media Influencers and their Relevance for Brand Management -- 4 Impartiality Disclosure and Research Gap -- 4.1 Standard Instagram Disclosure Label "Paid Sponsorship with [brand]" -- 4.2 Impartiality Disclosure: Types and Basis for the Theoretical Gap -- 4.2.1 Hashtag #honestopinion -- 4.2.2 Added Text: "This is not a sponsored post" -- 4.3 Impartiality Disclosure-Practical Gap -- 4.4 Evaluation of the Current State of Research-Impartiality Disclosure-Theoretical Gap -- 4.5 Multiple Product Endorsements- Theoretical Gap -- 5 Derivation of Research Gaps and Research Questions -- Part II Theoretical Foundations and Development of Research Model -- 6 Influencer Branding in Brand Management -- 6.1 The Identity-Based Brand Management Model -- 6.2 Influencer Branding within Brand Management -- 7 User-Generated-Content vs. Brand-Generated-Content in Influencer Marketing -- 8 Influencer Marketing and Sponsorship Disclosure -- 9 Research Strains Regarding Sponsorship Disclosures in Influencer Marketing -- 10 Effects of SMI-Branding on Brand Objectives -- 10.1 Effects of SMI-Impartiality Disclosure on Purchase Intention -- 10.2 Impartiality Disclosure Effects on SMIs Perceived Source Credibility -- 10.3 Perceived Influencer Source Credibility Effects on Purchase Intention -- 10.4 Effects of SMI-Impartiality Disclosure on Advertising Perception -- 10.5 Effects of Advertising Perception on Perceived Influencer Source Credibility -- 10.6 Mediating Effects of SMI-impartiality Disclosure, Advertising Perception and Perceived Source Credibility on Purchase Intention.10.7 Multiple Product Endorsements -- 10.8 Conceptual Foundations of SMI-Attachment -- 10.8.1 SMI-Attachment: Provenance and Conceptual Basis -- 10.8.2 The Concept of Brand Attachment -- 10.8.3 Attachment in SMI-Branding -- 11 Summary of Hypotheses -- Part III Empirical Model Validation and Hypotheses Testing -- 12 Conceptualization and Requirements for the Experimental Research -- 13 Experimental Study Design -- 13.1 Selection and Manipulation of Independent Variables -- 13.1.1 SMI Selection and Preliminary Qualitative Examination -- 13.1.2 Brand Selection and Manipulation of Independent Variables -- 13.2 Operationalization of Dependent Variables, Mediators, Moderators -- 13.3 Operationalization of Control Variables -- 13.4 Additional Manipulation Checks -- 13.5 Questionnaire Design -- 13.6 Stimuli Pre-Test -- 13.7 Questionnaire Pre-Test -- 14 Research Findings -- 14.1 Sample Selection, Data Check and Cleansing -- 14.2 Manipulation Check and Realism Check -- 14.3 Research Methodology: Hayes PROCESS Macro Analysis -- 14.4 Control Variables -- 14.5 Hypothesis Testing -- 14.5.1 H1 -- 14.5.2 H2 -- 14.5.3 H3 -- 14.5.4 H4 -- 14.5.5 H5 -- 14.5.6 H6 -- 14.5.7 H7 -- 14.5.8 H8 -- 14.5.9 H9 -- 14.6 Summary of Hypothesis Validation -- Part IV Conclusion, Reflection and Outlook -- 15 Summary of Empirical Results and Discussion -- 15.1 H1 -- 15.2 H2 -- 15.3 H3 -- 15.4 H4 -- 15.5 H5 -- 15.6 H6 -- 15.7 H7 -- 15.8 H8 -- 15.9 H9 -- 16 Limitations -- 17 Implications for Further Research -- 17.1 Outlook for Further Research -- 17.2 Managerial Implications for Brands and SMIs -- 17.3 Implications for Public Policy Makers -- References.Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found that compared to the no disclosure condition, “This is not a sponsored post” diminishes consumers’ purchase intention. Further, it can support that perceived source credibility relates positively to purchase intention and that the use of “#honestopinion” diminishes advertising perception. A central finding is the existence of an indirect positive mediation effect of the impartiality disclosure “#honestopinion”, advertising disclosure and trustworthiness on purchase intention. Lastly, this study can support that a consumer’s attachment to an influencer has a positive impact on that consumer’s purchase intention. About the author Dr. Corina Oprea received her PhD at the markstones Institute of Marketing, Branding & Technology, within the research group of Prof. Dr. Cristoph Burmann, at the University of Bremen.Innovatives Markenmanagement,2627-1117ManagementMarketingManagementMarketingCommerceBusiness & EconomicsManagement.Marketing.Management.Marketing.658.827Oprea Corina1361162MiAaPQMiAaPQMiAaPQ9910728391203321The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements3379462UNINA