Dissertation
Influencer Advertisements, Disclosure and Branded Language: A Multi-Stakeholder Perspective
University of the Sunshine Coast, Queensland
Doctor of Philosophy, University of the Sunshine Coast, Queensland
2023
DOI:
https://doi.org/10.25907/00742
Abstract
Influencer marketing is a highly favoured avenue for brands to advertise their products and is a form of native advertising given how easily it blends into social media content. Disclosures are often used to help consumers identify advertisements amongst organic influencer content. A review of the literature shows that disclosures are effective at communicating advertising intent to consumers, however little research exists comparing types of disclosure. Additionally, while research has examined the impact of disclosure on advertising recognition it has rarely explored the impact of disclosure on outcomes such as credibility, engagement and emotions.
In addressing the aforementioned gaps in the literature, this thesis sets out to answer the question: ‘How and why does disclosure presence impact advertising recognition and outcomes of social media influencer marketing for different stakeholders?’. Further, to answer this question adequately and fully, four research objectives were investigated.
Details
- Title
- Influencer Advertisements, Disclosure and Branded Language: A Multi-Stakeholder Perspective
- Authors
- Samantha Kay - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Contributors
- Rory Mulcahy (Supervisor) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Awarding institution
- University of the Sunshine Coast, Queensland
- Degree awarded
- Doctor of Philosophy
- Publisher
- University of the Sunshine Coast, Queensland
- DOI
- 10.25907/00742
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; School of Law and Society
- Language
- English
- Record Identifier
- 99710398902621
- Output Type
- Dissertation
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