This study examined how sponsorship disclosure on television influences persuasion knowledge and brand responses (i.e., brand memory and brand attitude). Moreover, we tested whether extending disclosure duration increases its effect. By conducting an experiment (N = 116) we compared the effects of no disclosure to a 3‐second and a 6‐second disclosure. Results showed that especially a 6‐second disclosure activates conceptual and consequently attitudinal persuasion knowledge. Regarding brand responses, we found that disclosure directly increased brand memory, regardless of duration. In addition, a 6‐second disclosure indirectly resulted in less favorable brand attitudes through higher rates of attitudinal persuasion knowledge. Theoretically, this study provides insights into how sponsorship disclosure influences the persuasion process and the role of persuasion knowledge within this process.

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Social media influencers-such as the 'Instafamous'-are required to disclose any commercial relationship. To achieve transparency, Instagram has introduced a standardized disclosure ('Paid partnership with [brand]'). This study examined whether this disclosure effectively raises ad recognition, and how this consequently affects consumers' responses to the message, influencer, and brand. Additionally, the effects of the disclosure were compared between micro-(< 10,000 followers) and meso-(10,000-1 million followers) influencers. Results of an online experiment (N = 192) with a 2 (no disclosure vs. standardized disclosure) x 2 (micro-vs. meso-influencer) between subjects design showed that the disclosure did achieve its goal of increasing ad recognition. Furthermore, the disclosure positively affected brand recall and intentions to engage with the post, via ad recognition. The parasocial interaction with the influencer was not affected. Moreover, influencer type did not moderate the effect of the disclosure and did not affect people's responses to the message, influencer, or brand.

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This study investigates whether the timing of sponsorship disclosure affects viewers’ processing of sponsored content, and whether a disclosure influences the persuasive effect of the sponsored content. A model is proposed in which sponsorship disclosure enhances the recognition of sponsored television content as advertising, which leads to critical processing of the sponsored content. Ultimately, this negatively affects the attitude toward the brand in the sponsored content. This model was supported, but only when the disclosure was displayed prior to or concurrent with the sponsored content. These effects were not found for a sponsorship disclosure shown at the end of the program after the sponsored content. Theoretically, the findings emphasize the importance of disclosure timing. A disclosure displayed prior to or concurrent with the sponsored content, primes the sponsored content and provides sufficient processing time, so viewers recognize the content as advertising and can process it critically. In addition, the findings show that persuasion knowledge and critical processing are important underlying mechanisms for the effect of sponsorship disclosure on brand attitude. Regarding the practical implications for legislators and advertisers, this research demonstrates that sponsorship disclosure can make viewers aware of the sponsored content in television programs. Furthermore, this changes the processing of sponsored content and can also ultimately lead to resistance against persuasion.