TY - JOUR
T1 - When influencers promote unhealthy products and behaviours
T2 - the role of ad disclosures in YouTube eating shows
AU - An, Soontae
AU - Ha, Sieun
N1 - Funding Information:
This work was supported by the National Research Foundation in South Korea under Grant [grant number 2019S1A5A2A03046205].
Publisher Copyright:
© 2022 Advertising Association.
PY - 2023
Y1 - 2023
N2 - This study examined the role of sponsorship disclosures in YouTube eating shows that include a large amount of unhealthy food. To see the mechanism through which sponsorship disclosures affect viewers’ attitudes and behavioural intentions toward the featured product, we assessed the mediating role of inferences of manipulative intent, which refers to consumers’ inference that the persuasion method used by an ad is manipulative. Ad recognition and para-social relationships with the influencer were tested as moderators. Results showed that providing the disclosure significantly lowered inferences of manipulative intent when viewers’ ad recognition was high. Decreased inferences of manipulative intent led to positive attitudinal and behavioural outcomes. The results indicate that the presence of sponsorship disclosure might work against public health, making viewers more receptive to harmful messages.
AB - This study examined the role of sponsorship disclosures in YouTube eating shows that include a large amount of unhealthy food. To see the mechanism through which sponsorship disclosures affect viewers’ attitudes and behavioural intentions toward the featured product, we assessed the mediating role of inferences of manipulative intent, which refers to consumers’ inference that the persuasion method used by an ad is manipulative. Ad recognition and para-social relationships with the influencer were tested as moderators. Results showed that providing the disclosure significantly lowered inferences of manipulative intent when viewers’ ad recognition was high. Decreased inferences of manipulative intent led to positive attitudinal and behavioural outcomes. The results indicate that the presence of sponsorship disclosure might work against public health, making viewers more receptive to harmful messages.
KW - Disclosure
KW - Eating Behavior
KW - Influencer sponsorship
KW - Mukbang
KW - Para-social Relationship
KW - Persuasion Knowledge
KW - Social Media Influencer
UR - http://www.scopus.com/inward/record.url?scp=85142923814&partnerID=8YFLogxK
U2 - 10.1080/02650487.2022.2148989
DO - 10.1080/02650487.2022.2148989
M3 - Article
AN - SCOPUS:85142923814
SN - 0265-0487
VL - 42
SP - 542
EP - 561
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 3
ER -
