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

Abstract

Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust in the sponsored product reviewer and (2) attitudes toward the reviewer and the sponsoring brand. An online experiment revealed several key effects of sponsorship disclosure and disclosure message types. Overall, sponsorship disclosure messages generated lower consumer trust in the reviewer and attitudinal responses. In terms of the effects of different types of disclosed commercial gain, reviews disclosing the receipt of a free product were perceived to be equally acceptable as reviews without sponsorship disclosure. Disclosure revealing that the reviewer received payment or a sales commission led to lower trust in a reviewer, and disclosure of a sales commission generated more negative attitude toward the sponsoring brand. The disclosure message type effects on attitude were mediated by trust.

Keywords:

• eWOM
• sponsorship disclosure
• trust

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Alexander Pfeuffer

Alexander Pfeuffer (Ph.D., University of Minnesota) is Assistant Professor of Advertising at the University of Georgia's Grady College of Journalism and Mass Communication. His research focuses on the effects of digital advertising on consumer perceptions, behavior, and trust. Dr. Pfeuffer's current research includes sponsorship disclosure effects in electronic word-of-mouth on consumer behavior, persuasion, and trust as well as cognitive processing of brand and user-generated online content.

Jisu Huh

Jisu Huh (Ph.D., University of Georgia) is Professor and Raymond O. Mithun Endowed Chair in Advertising at the Hubbard School of Journalism and Mass Communication, University of Minnesota. Dr. Huh’s research program covers a wide range of topics related to advertising and its effects especially in the digital and social media contexts. Specific areas of current research include computational advertising research, consumer trust and its role in viral advertising and information diffusion, viral advertising and consumer-brand engagement in social media, and direct-to-consumer advertising of healthcare products. Dr. Huh is Past President of the American Academy of Advertising and an Associate Editor of International Journal of Advertising. She also serves on the Editorial Review Board of several journals in the field of advertising, including Journal of Advertising, International Journal of Advertising, and Journal of Current Issues and Research in Advertising.