| Pub. Date | : | Mar, 2022 |
|---|---|---|
| Product Name | : | The IUP Journal of Brand Management |
| Product Type | : | Article |
| Product Code | : | IJBRM020322 |
| Author Name | : | Joji Alex N* and Harish B** |
| Availability | : | YES |
| Subject/Domain | : | Marketing |
| Download Format | : | PDF Format |
| No. of Pages | : | 13 |
The study gains significance in a market like India with no regulatory guidelines for disclosure language in social media postings (promotion). The impact of disclosure memory, an outcome triggered by use of disclosure language, on advertisement recognition was studied using an experimental design. When the disclosure language is unambiguous, disclosure memory is high, and it results in high advertisement recognition. Contrary to the stated hypothesis, the study found that in an unregulated market, advertisement recognition is positively related to brand awareness and purchase intention. Intention to spread through electronic Word-Of-Mouth (e-WOM) is negatively related to advertisement recognition as per the hypothesis, is confirmed. Voluntary disclosure of intention behind the social media posts makes customers more likely to develop trust in the post and the brand.
In the digital era, marketers are progressively looking to tap the power of social media, moving away from the traditional form of marketing communications. One such tactic is the use of social media influencers in product marketing. Social media influencers are people who have a sizable number of followers on the social networking sites (De Veirman et al., 2017).
In today's social context, influencer marketing (Hayes, 2008) on social media is popular, where the brands collaborate with influencers to endorse to a broader range of customers. Through their social media posts, they can influence a large number of followers into believing the brand's message. Research has provided evidence that customers value information received from interpersonal sources (shared media information) more than from traditional advertising and impacts their decision making (Grant et al., 2007; and Goldsmith and Clark, 2008).
On the one hand, social platforms allow customers of different companies to comment on their product involvement, and their experiences and share them to create a brand perception. On the other hand, social media tools have been criticized by different regulators for the likelihood of paid brand endorsements disguised as natural and unpaid posts (Ohlhausen, 2014).