Brands in terms of real and fake. The role and impact of product placement disclosure on perceived brand authenticity.
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2019-02-18
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en
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Abstract
This study investigates the role and impact of product placement disclosures via social media influencers on perceived brand authenticity. It is hypothesised that the disclosure would have a negative impact on the authenticity of the brand.Thereby, it is expected that the credibility of the influencer would weaken this negative impact. The hypotheses are tested with an between-subject experiment. The participants who see the disclosure, and those who did not, are asked to rate the brand for their authenticity. A comparison of both scores shows that there is no significant difference in the effect of product placements disclosures on perceived brand authenticity. It also appeared that the credibility of the influencer have no significant contribution to this effect. The results of this study are contrary to previous findings, which means that still no clear explanation can be given about the role and impact of product placements disclosures on perceived brand authenticity. Therefore, it is concluded that the effects of product placements disclosures are very case-specific, and that other factors may play an important role. Although the case in this study is not able to show negative effects of product placement disclosures, brand managers need to be aware of the possibility that these negative effects still exist. Future research into these effects could be therefore of theoretical and managerial necessity.
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Faculteit der Managementwetenschappen