Abstract

This study examined the effects of message type and sponsorship disclosure of prescription drug influencer marketing on consumers’ attitude toward the ad and behavioral intentions. The Persuasion Knowledge Model was used as a theoretical framework to understand the underlying mechanism of the effects. An online experiment with 2 (message type: unbranded vs. branded) × 2 (disclosure: absence vs. presence) between-subject factorial design was conducted. Unbranded message and message without disclosure resulted in lower persuasion knowledge activation, leading to higher attitude toward the ad and behavioral intentions. A significant interaction effect was also found. Theoretical, practical, and ethical implications are discussed.

Supplemental data for this article is available online at https://doi.org/10.1080/08911762.2021.1913273 .

摘要

本研究考察了处方药影响者营销的信息类型和赞助披露对消费者对广告的态度和行为意图的影响。说服知识模型被用作理解影响的潜在机制的理论框架。进行了 2（消息类型：无品牌与有品牌）×2（披露：缺席与存在）主题间因子设计的在线实验。无品牌信息和未披露信息导致说服知识激活较低，从而导致对广告和行为意图的更高态度。还发现了显着的交互作用。讨论了理论、实践和伦理方面的影响。

本文的补充数据可在 https://doi.org/10.1080/08911762.2021.1913273 在线获取。