IDEAS home Printed from https://ideas.repec.org/a/cog/meanco/v11y2023i4p140-150.html
   My bibliography  Save this article

Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos?

Author

Listed:
  • Sophie C. Boerman

    (Amsterdam School of Communication Research (ASCoR), University of Amsterdam, The Netherlands / Strategic Communication Group, Wageningen University & Research, The Netherlands)

  • Eva A. van Reijmersdal

    (Amsterdam School of Communication Research (ASCoR), University of Amsterdam, The Netherlands)

  • Esther Rozendaal

    (Erasmus School of Social and Behavioral Sciences, Erasmus University Rotterdam, The Netherlands)

Abstract

Answering the strong need for insight into how minors can effectively be informed about advertising (e.g., influencer marketing) in online content, we ran an online experiment (N = 623 minors between 8 and 18 years old) testing the effects of two pictograms that were designed in co-creation with minors and the potential of an awareness campaign to boost the pictogram’s effectiveness. Our findings provide three important insights that have implications for theory, practice, and regulation. First, we find that minors are able to distinguish between sponsored and non-sponsored videos, indicating that they have developed some level of advertising literacy in this context. Second, our study shows that the two pictograms informing minors about advertising in online videos went unnoticed by most viewers and did not enhance conceptual or attitudinal advertising literacy. Third, the awareness campaign did not lead to higher recognition of the pictograms nor enhanced advertising literacy. The campaign did increase minors’ understanding of the meaning of the pictograms. However, the majority of minors also understood the pictograms without the campaign. Based upon our findings, we argue that pictograms are unnoticed by most minors and seem ineffective in enhancing minors’ advertising literacy. Although an awareness campaign can familiarize minors with pictograms and their implementation in online videos, it does not seem to boost the pictogram’s effects on advertising literacy.

Suggested Citation

  • Sophie C. Boerman & Eva A. van Reijmersdal & Esther Rozendaal, 2023. "Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos?," Media and Communication, Cogitatio Press, vol. 11(4), pages 140-150.
    • Handle: RePEc:cog:meanco:v:11:y:2023:i:4:p:140-150
    as

    Download full text from publisher

    File URL: https://www.cogitatiopress.com/mediaandcommunication/article/view/7050
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yanliu Huang & J. Wesley Hutchinson, 2008. "Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 98-118, January.
    2. van Reijmersdal, Eva A. & Rozendaal, Esther & Hudders, Liselot & Vanwesenbeeck, Ini & Cauberghe, Veroline & van Berlo, Zeph M.C., 2020. "Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study Among Children in Early Adolescence," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 94-106.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Olga Kolotouchkina & Celia Rangel & Patricia Núñez Gómez, 2023. "Digital Media and Younger Audiences," Media and Communication, Cogitatio Press, vol. 11(4), pages 124-128.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thomas Otter & Joe Johnson & Jörg Rieskamp & Greg Allenby & Jeff Brazell & Adele Diederich & J. Hutchinson & Steven MacEachern & Shiling Ruan & Jim Townsend, 2008. "Sequential sampling models of choice: Some recent advances," Marketing Letters, Springer, vol. 19(3), pages 255-267, December.
    2. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    3. John R. Sparks, 2015. "Ethical judgments are different: an information processing perspective on the unique nature of ethical judgments and ethical judgment processes," Chapters, in: Handbook on Ethics and Marketing, chapter 5, pages 89-110, Edward Elgar Publishing.
    4. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    5. Christopher P. Blocker & Kenneth C. Manning & Carlos A. Trujillo, 2023. "Beyond radical affordability in the base of the pyramid: The role of consumer self‐confidence in product acceptance," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 619-647, January.
    6. J. Wesley Hutchinson & Gal Zauberman & Robert Meyer, 2010. "—On the Interpretation of Temporal Inflation Parameters in Stochastic Models of Judgment and Choice," Marketing Science, INFORMS, vol. 29(1), pages 23-31, 01-02.
    7. Feihong Xia, 2023. "Why to use Poisson regression for count data analysis in consumer behavior research," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 379-384, September.
    8. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    9. Pittman, Matthew & Abell, Annika, 2021. "More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 70-82.
    10. Chan, Fanny Fong Yee, 2020. "Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude," Journal of Business Research, Elsevier, vol. 120(C), pages 31-41.
    11. Schwenzow, Jasper & Hartmann, Jochen & Schikowsky, Amos & Heitmann, Mark, 2021. "Understanding videos at scale: How to extract insights for business research," Journal of Business Research, Elsevier, vol. 123(C), pages 367-379.
    12. Tang, Linyao, 2010. "放任与管制的或此或彼：俄罗斯市场转型录 [Totalitarianism and Laissez-faire: A meditation on Russian Market]," MPRA Paper 26201, University Library of Munich, Germany, revised 07 Jul 2010.
    13. Li Chen & Yajie Yan & Andrew N. Smith, 2023. "What drives digital engagement with sponsored videos? An investigation of video influencers’ authenticity management strategies," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 198-221, January.
    14. Ding, Shujun & Jia, Chunxin & Wu, Zhenyu & Yuan, Wenlong, 2017. "Limited attention by lenders and small business debt financing: Advertising as attention grabber," International Review of Financial Analysis, Elsevier, vol. 49(C), pages 69-82.
    15. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    16. Kulkarni, Kalpak K. & Kalro, Arti D. & Sharma, Dinesh & Sharma, Piyush, 2020. "A typology of viral ad sharers using sentiment analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cog:meanco:v:11:y:2023:i:4:p:140-150. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: António Vieira (email available below). General contact details of provider: https://www.cogitatiopress.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.