Effects of different sponsorship disclosure message types on consumers’ trust and attitudes

Pfeuffer, Alexander; Huh, Jisu

doi:10.1080/02650487.2020.1807229

Cited by 14 publications

(14 citation statements)

References 85 publications

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“…Additionally, the current study identified that sponsorship disclosure, though a significant factor in consumer trust, was not among the most influential trust cues. Given that size and valence of sponsorship disclosure effects on consumer trust have been shown to depend on context (Pfeuffer & Huh, 2021), it is possible that participants in this study invoked a specific context of online consumer product review and sponsorship disclosure that led them to indicate a moderately positive effect on their trust level.…”

Section: Discussionmentioning

confidence: 99%

“…A particularly striking finding was this study's insight regarding the role of sponsorship disclosures in online consumer product review videos on consumer trust. Research on online product reviews has focussed on the effects of sponsorship disclosure and its effects on consumer perceptions and behaviour, including persuasion and trust (e.g., Kim et al., 2019; Pfeuffer & Huh, 2021). While the present study identified that sponsorship disclosure did affect trust, it indicated that consumers saw sponsorship disclosure as a cue for trust in online consumer product reviews, rather than a factor that may detract from consumer trust.…”

Section: Discussionmentioning

confidence: 99%

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Stranger danger? Cue‐based trust in online consumer product review videos

Pfeuffer

Phua

2021

Int J Consumer Studies

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Trust is a significant factor in electronic word‐of‐mouth (eWOM) effects. Consumers often need to form judgements about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue‐based trust and signalling theory, this study aimed to identify and examine the efficacy of content attributes serving as trust cues in online consumer product review videos. A multi‐method study conducted a series of focus groups and a survey study; focus groups identified 18 content attributes intentionally provided by a content creator in product review videos that serve as trust cues. In the focus groups and the survey, six of these content attributes emerged as heuristic cues that are particularly effective at eliciting consumer trust. Findings contribute to the understanding of cue‐based trust and signalling theory in the eWOM context and hold practical implications for various stakeholders.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Stranger danger? Cue‐based trust in online consumer product review videos

Pfeuffer

Phua

2021

Int J Consumer Studies

Self Cite

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“…Recent research in communication has examined the effects of sponsor disclosures on consumer trust and attitudes [70], which may also provide guidance. Although sponsorship disclosure and the use of hedging are categorically different, they both may be conceived as attempts at organizational transparency and, thus, may hold important implications for the current research.…”

Section: Plos Onementioning

confidence: 99%

How message appeals and prior product use influence information processing, risk perceptions, trust, attitudes, and genetic test purchase intentions

VanDyke

Lee²,

Abitbol³

et al. 2023

PLoS ONE

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Within the direct-to-consumer (DTC) genetic test industry, attracting customers can be difficult especially due to the highly sensitive nature of these products. How these tests are communicated to consumers may be one avenue in which companies can impact customer purchase intentions. A 2 (message sidedness: one-way vs. two-way refutational) x 2 (hedging: present vs. absent) between-subjects experiment was conducted to understand how message features and prior product use influence information processing, risk and trust perceptions, and attitude toward the genetic test, which in turn, may influence direct-to-consumer (DTC) genetic test purchase intentions. Results demonstrated that having used a genetic test in the past predicted participants’ trust in the company, information processing, and risk judgments; however, among those who used a genetic test, viewing a message that included hedging tended to increase their trust in the message. Trust in the message and company, information processing, and risk judgments significantly predicted participants’ attitudes toward genetic testing, which in turn predicted their purchase intentions. The results suggest that in the context of DTC genetic test messaging, practitioners should strive to increase consumer trust in the message and the company and facilitate information processing, and they should work to diminish perceived risk. These results suggest opportunities for identifying other message features that may influence message and company trust, information processing, risk judgments, and attitudes related to DTC genetic testing.

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“…In this regard, Pfeuffer and Huh (2021) comment that a native ad might present a sponsorship disclosure that merely mentions that the product is sponsored or a disclosure that mentions the specific terms of what the product reviewer gained or would gain from the sponsoring company, for instance, disclosed commercial gain (no gain, free product, payment or sales commission) received by the individual posting the product.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act?

Rocha

Lourenção

Teixeira

et al. 2023

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Purpose This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer. Design/methodology/approach A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data. Findings The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements. Research limitations/implications This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them. Practical implications The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience. Originality/value To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.

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Effects of different sponsorship disclosure message types on consumers’ trust and attitudes

Cited by 14 publications

References 85 publications

Stranger danger? Cue‐based trust in online consumer product review videos

Stranger danger? Cue‐based trust in online consumer product review videos

How message appeals and prior product use influence information processing, risk perceptions, trust, attitudes, and genetic test purchase intentions

Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act?

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