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To disguise or disclose? The effects of sponsorship disclosure on the recognition and evaluation of sponsored content on Instagram

Gregersen, Malin Christine; Dokken, Helena Elise
Master thesis
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2040644.pdf (2.504Mb)
Prelim_pdf.pdf (551.1Kb)
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http://hdl.handle.net/11250/2579420
Utgivelsesdato
2018
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Samlinger
  • Master of Science [1117]
Sammendrag
This study investigates the implications of disclosures in sponsored posts on

Instagram. The background for this study is the development of Instagram as an

advertising platform with an enormous reach and influence. In sponsored posts on

Instagram, the presence of a disclosure is often the only piece of information that

delineates the communication presented as advertisement. Therefore, the

effectiveness of a disclosure plays an important role in regards to how the

consumer understand and recognize the content as commercial. The purpose of

this study is to (1) discover if and how disclosures affect advertising recognition

and (2) how level of reported advertising recognition affect source credibility,

sponsor sincerity, brand attitude, purchase intention and brand recall. To answer

the following questions, an extensive literature review was conducted on relevant

academic topics within native advertising and the role of disclosure on advertising

recognition and evaluations of sponsored posts on Instagram. The study finds that

transparency is so of importance and highlighted in today's society, that all

disclosures including non, provides a strong advertising recognition. The result is

a reflection of its importance to research the area. Implications and future research

of sponsorship and influencer marketing is presented. The authors hope the reader

finds the paper enjoyable and entertaining to read.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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