When influencers promote unhealthy products and behaviours
The role of ad disclosures in YouTube eating shows
Bibliographic Data
| ID | 21498366 |
|---|---|
| Authors | Soontae An (0000-0002-6016-8759, Communication & Media, Ewha Womans University, Seoul, South Korea, corresponding author), Sieun Ha (Advertising & Public Relations, The University of Texas at Austin, Austin, TX, USA) |
| Year | 2023 |
| Volume | 42 |
| Issue | 3 |
| Pages | 542-561 |
| Publication date | 2023-04-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2022.2148989 |
| OpenAlex | W4310184642 |
| Language | EN |
| Citations received | 2 |
| References cited | 62 |
This study examined the role of sponsorship disclosures in YouTube eating shows that include a large amount of unhealthy food. To see the mechanism through which sponsorship disclosures affect viewers' attitudes and behavioural intentions toward the featured product, we assessed the mediating role of inferences of manipulative intent, which refers to consumers' inference that the persuasion method used by an ad is manipulative. Ad recognition and para-social relationships with the influencer were tested as moderators. Results showed that providing the disclosure significantly lowered inferences of manipulative intent when viewers' ad recognition was high. Decreased inferences of manipulative intent led to positive attitudinal and behavioural outcomes. The results indicate that the presence of sponsorship disclosure might work against public health, making viewers more receptive to harmful messages
Advertising · Business · Inference · Influencer marketing · Persuasion · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology · Social Psychology · Marketing
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| Unique citing works | 2 |
|---|---|
| Citations per year | 1 |
| Citation span | 2024 - 2025 (2) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 2 |