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Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found that compared to the no disclosure condition, “This is not a sponsored post” diminishes consumers’ purchase intention. Further, it can support that perceived source credibility relates positively to purchase intention and that the use of “#honestopinion” diminishes advertising perception. A central finding is the existence of an indirect positive mediation effect of the impartiality disclosure “#honestopinion”, advertising disclosure and trustworthiness on purchase intention. Lastly, this study can support that a consumer’s attachment to an influencer has a positive impact on that consumer’s purchase intention.
Do brains create material reality in thinking processes or is it the other way around, with things shaping the mind? Where is the location of meaning-making? How do neural networks become established by means of multimodal pattern replications, and how are they involved in conceptualization? How are resonance textures within cellular entities extended in the body and the mind by means of mirroring processes? In which ways do they correlate to consciousness and self-consciousness? Is it possible to explain out-of-awareness unconscious processes? What holds together the relationship between experiential reality, bodily processes like memory, reason, or imagination, and sign-systems and simulation structures like metaphor and metonymy visible in human language? This volume attempts to answer some of these questions.
​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.