The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts
Yang examines what kind of disclosure is effective, and how prominent disclosures interact with advertising knowledge and message involvement, in the recognition of sponsored influencer posts on Instagram. An online experiment used a factorial design crossing disclosure type, prominent or subtle, advertising knowledge, enhanced or not, and message involvement, high or low. Enhanced advertising knowledge or high message involvement led to greater advertising recognition regardless of how prominent the disclosure was.
Yang examines what kind of disclosure is effective, and how prominent disclosures interact with advertising knowledge and message involvement, in the recognition of sponsored influencer posts on Instagram. An online experiment used a factorial design crossing disclosure type, prominent or subtle, advertising knowledge, enhanced or not, and message involvement, high or low. Enhanced advertising knowledge or high message involvement led to greater advertising recognition regardless of how prominent the disclosure was.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Yang, G. (2022). The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts. International Journal of Advertising, 41(8), 1502-1520. doi:10.1080/02650487.2022.2029260.