Identifier

etd-06082017-154633

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

This experiment studies the effects of the Federal Trade Commission’s material-connection disclosure requirement as it applies to Instagram, as well as consumer responses to the types of endorsers that advertise a product on their Instagram profiles. In this experiment, participants viewed the Instagram profiles of a social-media endorser or celebrity, followed by an Instagram posting of a product with or without a material-connection disclosure. Participants then answered a survey with questions referring to advertising identification, source credibility, message credibility, brand attitude, and purchase intentions. Results suggest that there are no significant effects of material-connection disclosures on the identification of a post as an advertisement. The type of poster also had no significant effects on brand attitude, message credibility, or purchase intentions. Celebrity posters were, however, found to be more credible than social-media influencers. This study adds to the literature about the effectiveness of disclosures and provides new information about the effectiveness of celebrity and social-media influencer endorsers.

Date

2017

Document Availability at the Time of Submission

Secure the entire work for patent and/or proprietary purposes for a period of one year. Student has submitted appropriate documentation which states: During this period the copyright owner also agrees not to exercise her/his ownership rights, including public use in works, without prior authorization from LSU. At the end of the one year period, either we or LSU may request an automatic extension for one additional year. At the end of the one year secure period (or its extension, if such is requested), the work will be released for access worldwide.

Committee Chair

Park, Hyojung

Available for download on Saturday, February 23, 2019

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