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Boerman, Willemsen and Van Der Aa test sponsorship disclosure on social media in an experiment that varies whether a post carries the label Sponsored and whether the source is a celebrity endorser or a brand. A disclosure affected the use of persuasion knowledge only when a celebrity shared the post. The disclosure prompted recognition of advertising, which led people to hold more distrusting beliefs about the post and in turn lowered their intention to engage with it.
Boerman, Willemsen and Van Der Aa test sponsorship disclosure on social media in an experiment that varies whether a post carries the label Sponsored and whether the source is a celebrity endorser or a brand. A disclosure affected the use of persuasion knowledge only when a celebrity shared the post. The disclosure prompted recognition of advertising, which led people to hold more distrusting beliefs about the post and in turn lowered their intention to engage with it.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
What our sources record
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: Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook.' Journal of Interactive Marketing, 38(1), 82-92. doi:10.1016/j.intmar.2016.12.002.