Repository logo
 
Publication

Users awareness of native advertising from Instagram media publishers: the effects of Instagram's branded content tool on attitudes and behavioural intent

2020Journal article Restricted access
Simple item page
dc.contributor.authorIacobucci, Serena
dc.contributor.authorDe Cicco, Roberta
dc.date.accessioned2020-09-22T09:23:26Z
dc.date.available2020-09-22T09:23:26Z
dc.date.issued2020
dc.description.abstractThe Federal Trade Commission stated that any kind of endorsement or promotion on Instagram should be clearly and conspicuously disclosed in order to avoid users' deceptions. Albeit the compulsoriness of this measure is still unclear, Instagram has introduced a branded content tool for paid sponsorship disclosure that clearly states the presence of a material connection between the brand and the publisher or influencer. With an online experiment we examine the effects of this disclosure on ad recognition and the resulting attitude toward the advertised brand, attitude toward the advertising publisher, publisher credibility and intention to spread electronic word-of-mouth (eWOM). Findings from a sample of 231 participants show that exposure to a post with advertising disclosure through the Instagram disclosure tool leads to higher ad recognition compared to a post with no disclosure. However, ad recognition negatively affects attitude toward the brand, publisher credibility and intention to spread eWOM.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationIacobucci, S., Cicco, R. D. (2020). Users awareness of native advertising from Instagram media publishers: the effects of Instagram's branded content tool on attitudes and behavioural intent. International Journal of Internet Marketing and Advertising, 14(1), 71-90pt_PT
dc.identifier.doi10.1504/IJIMA.2020.106046pt_PT
dc.identifier.eissn1741-8100
dc.identifier.issn1477-5212
dc.identifier.urihttp://hdl.handle.net/10400.14/30940
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIndersciencept_PT
dc.subjectNative advertisingpt_PT
dc.subjectNApt_PT
dc.subjectBranded contentpt_PT
dc.subjectAd recognitionpt_PT
dc.subjectInstagrampt_PT
dc.subjectAttitudespt_PT
dc.subjectSource credibilitypt_PT
dc.subjectElectronic word-of-mouthpt_PT
dc.subjecteWOMpt_PT
dc.titleUsers awareness of native advertising from Instagram media publishers: the effects of Instagram's branded content tool on attitudes and behavioural intentpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage90pt_PT
oaire.citation.issue1pt_PT
oaire.citation.startPage71pt_PT
oaire.citation.titleInternational Journal of Internet Marketing and Advertisingpt_PT
oaire.citation.volume14pt_PT
person.familyNameIacobucci
person.familyNameDe Cicco
person.givenNameSerena
person.givenNameRoberta
person.identifier.orcid0000-0002-0441-8901
person.identifier.orcid0000-0001-7835-2274
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication470a1a92-941b-461f-8415-685c1525e4b4
relation.isAuthorOfPublication5b457cd3-6241-452c-a475-0a217dceecc8
relation.isAuthorOfPublication.latestForDiscovery470a1a92-941b-461f-8415-685c1525e4b4

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Users awareness of native advertising from.pdf
Size:
380.47 KB
Format:
Adobe Portable Document Format
Download

Collections

CPBS - Contribuições em Revistas Científicas / Contribution to Journals