The Effect of Impartial Disclosure Language and Type of Message Appeal in Instagram Posts on Source Credibility, Brand Attitude, and Purchase Intentions via the Mediator effect of Persuasion Knowledge
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2021-07-05
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en
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This study was conducted to examine whether impartial disclosure language effectively lowers persuasion knowledge, and how this consequently affects consumers’ responses to the social media influencer, the brand, and the product. Additionally, the moderated effect of message appeal (emotional vs. informative) on the relationship between disclosure language and persuasion knowledge was measured. Findings of an online experiment (N = 297) with a three (no disclosure language vs. impartial disclosure language vs. explicit disclosure language) x two (emotional vs. informative) between-subjects design revealed that indeed impartial disclosure language in Instagram posts decreased persuasion knowledge compared to no disclosure language and explicit disclosure language. Nevertheless, impartial disclosure
language negatively affected source credibility, which therefore had a negative effect on brand attitude and consequently negatively affected purchase intentions via persuasion knowledge. Furthermore, message appeal did not moderate the effect of impartial disclosure language on persuasion knowledge.
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Faculteit der Managementwetenschappen