How an Advertising Disclosure Alerts Young Adolescents to Sponsored Vlogs: The Moderating Role of a Peer-Based Advertising Literacy Intervention through an Informational Vlog

By S. De Jans, Veroline Cauberghe, Liselot Hudders. Journal of Advertising, 2018

238 citations recorded by the source corpus.

Sponsored vlogs (video blogs that embed advertising) are increasingly targeting young adolescents and challenging their abilities to critically process advertising. This study examined the impact of an advertising disclosure on young adolescents’ advertising literacy (i.e., advertising recognition and affective advertising literacy) for sponsored vlogs. In addition, the underlying mechanisms, including advertising literacy and influencer effects (i.e., influencer trustworthiness and parasocial interaction [PSI]), that can explain the influence on advertising effects (i.e., purchase intention) were examined. Finally, the moderating impact of a peer-based advertising literacy intervention was investigated through an informational vlog about advertising. The results of a 2 × 2 between-subjects experimental study (advertising disclosure: no disclosure versus disclosure; peer-based advertising literacy intervention: regular versus informational vlog) with 160 young adolescents (ages 11 to 14) showed that an advertising disclosure increased young adolescents’ recognition of advertising and their affective advertising literacy for sponsored vlogs, and that only affective advertising literacy negatively affected influencer effects (influencer trustworthiness and PSI) and subsequently purchase intention. Regarding the moderating role of this peer-based advertising literacy intervention, this study showed that an advertising disclosure can also have positive effects on the influencer and subsequently on advertising effects when young adolescents are informed about advertising through an informational vlog.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9754c35c0aa2f0640ecd16fa5a939b9b3cdfc912

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Citations in the corpus

Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers (2021, background): “However, experiments on influencer marketing generally use either fictitious SMIs or real SMIs, but do not question their long-term followers (e.g., De Jans, Cauberghe, and Hudders 2018; De Veirman, Cauberghe, and Hudders 2017; Evans et al.”
Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising (2021, background): “…affects campaign outcomes—including brand attitudes, attitudes toward the influencer, or purchase intentions—through the generation of ad skepticism (i.e., APK) (e.g., De Jans, Cauberghe, and Hudders 2018; De Veirman and Hudders 2020; Van Reijmersdal and van Dam 2020; Van Reijmersdal et al. 2020).”
User generated content presenting brands on social media increases young adults’ purchase intention (2019, background): “Prior research in the online realm found similar results for blog posts (e.g. van Reijmersdal et al. 2016), vlog posts (De Jans, Cauberghe, and Hudders 2018), native advertising in articles (Campbell and Evans 2018), or Instagram posts (e.g. Evans et al. 2017).”