Disclosing the Truth About Instagram Endorsers: A Study of the Effects of the Use of Material-Connection Disclosures on Instagram and Types of Endorsers on Advertising Identification and Consumer Response
Master of Mass Communication (MMC)
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.
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Myers, Lauren Francis, "Disclosing the Truth About Instagram Endorsers: A Study of the Effects of the Use of Material-Connection Disclosures on Instagram and Types of Endorsers on Advertising Identification and Consumer Response" (2017). LSU Master's Theses. 4476.