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Journal of Interactive Advertising Volume 17, 2017 - Issue 2: Native Advertising: Current Status and Research Agenda
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Articles

Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent

Nathaniel J. EvansUniversity of Georgia, Athens, Georgia, USACorrespondence[email protected]
,
Joe PhuaUniversity of Georgia, Athens, Georgia, USA
,
Jay LimUniversity of Georgia, Athens, Georgia, USA
&
Hyoyeun JunUniversity of Georgia, Athens, Georgia, USA
Pages 138-149 | Published online: 14 Sep 2017
 
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ABSTRACT

In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, purchase intention, and sharing intention among a sample of 237 students. In line with prior research, results indicated that disclosure language featuring “Paid Ad” positively influenced ad recognition, which subsequently interacted with participants' memory of a disclosure and mediated the effect of disclosure language on attitude toward the brand and sharing intention. The findings offer a significant contribution to the literature on consumers' information processing and understanding for new and developing native advertising executions. Theoretical and managerial implications are discussed.

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