ABSTRACT In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, purchase intention, and sharing intention among a sample of 237 students. In line with prior research, results indicated that disclosure language featuring “Paid Ad” positively influenced ad recognition, which subsequently interacted with participants' memory of a disclosure and mediated the effect of disclosure language on attitude toward the brand and sharing intention. The findings offer a significant contribution to the literature on consumers' information processing and understanding for new and developing native advertising executions. Theoretical and managerial implications are discussed.

中文翻译：

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披露Instagram影响者广告：披露语言对广告认知度，态度和行为意图的影响

摘要在本研究中，我们研究了基于Instagram的影响者广告中的披露语言（控制/不披露，“ SP”，“赞助”和“付费广告”）对广告认知度，品牌态度，购买意愿和共享意愿的影响。在237名学生的样本中。与先前的研究一致，结果表明以“付费广告”为特征的披露语言对广告的认知产生了积极的影响，其随后与参与者对披露的记忆发生了互动，并介导了披露语言对品牌态度和分享意图的影响。这些发现为有关消费者信息处理以及对新的和正在开发的本地广告执行方式的理解的文献提供了重要的贡献。理论和管理意义进行了讨论。