The amount of literature on the effects of disclosing sponsored content has increased greatly in recent years. Although the literature provides valuable insights into the effects of disclosing sponsored content, several research gaps remain, such as inconclusive findings, boundary conditions, and the mechanisms that explain how disclosures work. This article offers a meta-analysis of 61 papers that use 57 distinct data sets to address these research gaps. The results showed that disclosing sponsored content reduced brand attitudes, credibility, and source evaluation but increased recognition, persuasion knowledge, and resistance. Disclosure content, timing, and awareness, as well as product and sample characteristics, provide boundary conditions for the positive and negative effects of disclosures. A path model that tested the mechanism of disclosing sponsored content showed that, as suggested by memory priming effect, recognition of sponsored content increased memory but did not influence evaluation. Moreover, the understanding of sponsored content influenced evaluation, but memory remained unaffected, which corresponds to the flexible correction approach (i.e., consumers try to correct their answer to limit persuasive effects).

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赞助内容公开效果的Meta分析

近年来，有关公开赞助内容的影响的文献数量大大增加。尽管文献提供了有关公开赞助内容的影响的有价值的见解，但仍存在一些研究空白，例如结论性的结论，边界条件以及解释披露工作方式的机制。本文对61篇论文进行了荟萃分析，这些论文使用57个不同的数据集来解决这些研究空白。结果表明，公开赞助内容会降低品牌态度，信誉和来源评估，但会增加知名度，说服力和抵抗力。披露的内容，时间和意识以及产品和样本的特征为披露的正面和负面影响提供了边界条件。一个测试赞助内容公开机制的路径模型表明，正如记忆启动效应所暗示的那样，对赞助内容的识别可以增加记忆，但不影响评估。此外，对赞助内容的理解会影响评估，但记忆力却不会受到影响，这与灵活的纠正方法相对应（即，消费者试图纠正其答案以限制说服力）。