User generated content presenting brands on social media increases young adults' purchase intention.
- Autor(en)
- Mira Mayrhofer, Jörg Matthes, Sabine Einwiller, Brigitte Naderer
- Abstrakt
On Facebook, companies not only actively spread branded content themselves, they also encourage users to do so. Hence, persuasive messages blend into the stream of content, making it increasingly difficult for users to identify and cope with this covert advertising content. In an experimental study, we confronted users to disclosed advertisements; brand; and user-generated posts allowing us to discern effects on persuasion knowledge, affective reaction and, in turn, purchase intention. Furthermore, we manipulated viewer's attention to the posts. In line with the Persuasion Knowledge Model, we found that user-generated content did not trigger persuasion knowledge and a subsequent negative affect. Thus, user-generated content led to higher purchase intention compared to disclosed advertisement and brand posts. Surprisingly, participants' heightened attention decreased their negative affective reaction towards the advertisement post compared to the brand post. We conclude that policy makers should consider employing advertising disclosures for user-generated content.
- Organisation(en)
- Institut für Publizistik- und Kommunikationswissenschaft
- Journal
- International Journal of Advertising
- Band
- 39
- Seiten
- 166–186
- Anzahl der Seiten
- 21
- ISSN
- 0265-0487
- DOI
- https://doi.org/10.1080/02650487.2019.1596447
- Publikationsdatum
- 2018
- Peer-reviewed
- Ja
- ÖFOS 2012
- 508007 Kommunikationswissenschaft, 508012 Medienwirkungsforschung
- Schlagwörter
- ASJC Scopus Sachgebiete
- Communication, Marketing
- Link zum Portal
- https://ucrisportal.univie.ac.at/de/publications/d31db0e3-30c0-4172-871a-1a19d3c5f224