The Effectiveness of Disclosure Modality and Explicitness on Perceived Sponsorship Transparency

• In Event: ICA Interactive Paper/Poster Session II
  In Interactive Poster Session: Communication Law and Policy Interactive Poster Session

Abstract

As the lines between User-Generated commercial and noncommercial content are blurring, it is becoming more challenging for audiences to identify and understand the commercial intent and content. Regulators have developed guidelines that require vloggers to disclose any sponsored content. Yet, the rules are unclear on what disclosures should look like. Moreover, scarce research attention has been focused on the effectiveness of disclosures. Only recently has a measure been devised to assess the extent to which audiences perceive the commercial intent revealed by a sponsored message – the perceived sponsorship transparency (ST, Wojdynski, Evans, & Hoy, 2017). In a 3 (Disclosure Modality: Single Visual, Single Verbal, Dual) x 2 (Disclosure Explicitness: High, Low) x 2 (Message) within subjects experiment, this study examines the effects on perceived sponsorship transparency. Dual-modality and verbal disclosures can help viewers identify their commercial intent and content, as compared to visual disclosures. Theoretical and practical implications are discussed.

Authors

• Mark Adams, Radboud University

• Lelia Samson, Radboud University