Abstract

Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust in the sponsored product reviewer and (2) attitudes toward the reviewer and the sponsoring brand. An online experiment revealed several key effects of sponsorship disclosure and disclosure message types. Overall, sponsorship disclosure messages generated lower consumer trust in the reviewer and attitudinal responses. In terms of the effects of different types of disclosed commercial gain, reviews disclosing the receipt of a free product were perceived to be equally acceptable as reviews without sponsorship disclosure. Disclosure revealing that the reviewer received payment or a sales commission led to lower trust in a reviewer, and disclosure of a sales commission generated more negative attitude toward the sponsoring brand. The disclosure message type effects on attitude were mediated by trust.

抽象的

为了解决越来越多的赞助eWOM和多样化且令人困惑的披露做法的问题，本研究研究了不同类型的赞助披露信息对（1）消费者对赞助产品评论者的信任以及（2）对评论者和赞助品牌的态度的影响。一项在线实验揭示了赞助商披露和披露消息类型的几种主要影响。总体而言，赞助商披露消息在评论者和态度反馈中产生了较低的消费者信任度。就所披露的不同类型的商业收益的影响而言，披露免费产品收据的评论被视为与没有赞助者披露的评论同样可以接受。披露发现审核者收到付款或销售佣金导致对审核者的信任度降低，公开销售佣金对赞助品牌产生了更多的负面态度。公开消息类型对态度的影响是通过信任来实现的。