赞助影响者Vlogs和年轻观众:当赞助披露不能提高广告素养,父母调解反击

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2022-02-01 DOI:10.1177/10949968221075834
B. Harms, J. Hoekstra, Tammo H. A. Bijmolt
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引用次数: 3

摘要

在一项在线实验中,我们使用609名父母-女儿(8-16岁)二人组的独特数据,研究了年轻观众认知广告素养的两个关键前因:影响者产生的赞助披露(书面和/或口头)和父母调解风格(主动或限制性)。受试者之间的单因素设计应用于三个实验条件:书面披露、口头披露、书面和口头披露,以及对照条件——不披露。Smart PLS 3.0中基于方差的偏最小二乘结构方程建模表明,政策制定者和家长保护年轻消费者免受赞助视频博客负面影响的措施可能会导致意想不到的影响。虽然书面和口头赞助披露信息的结合以及积极的父母调解风格提高了认知广告素养,但限制性父母调解对认知广告素养产生了负面影响。此外,认知广告素养对年轻观众对视频博客的评价产生负面影响,对赞助品牌的态度产生积极影响。我们的研究结果为家长、从业者和监管机构提供了重要的见解,并有助于讨论如何使影响者营销更加有效和合乎道德。
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Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires
Using unique data from 609 parent–daughter (8–16 years of age) dyads, in an online experiment we studied two pivotal antecedents of young viewers’ cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was applied with three experimental conditions: written disclosure, spoken disclosure, and both written and spoken disclosure, and a control condition—no disclosure. Variance-based partial least squares structural equation modeling in Smart-PLS 3.0 shows that policy makers’ and parental measures to safeguard young consumers from negative consequences of sponsored vlogs can lead to unanticipated effects. While the combination of written and spoken sponsorship disclosure information as well as an active parental mediation style increase cognitive advertising literacy, restrictive parental mediation negatively affects cognitive advertising literacy. In addition, cognitive advertising literacy negatively affects young viewers’ evaluation of the vlogger and positively affects the attitude toward the sponsored brand. Our findings provide important insights for parents, practitioners, and regulators and contribute to the discussion of how to make influencer marketing more effective and ethical.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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