Abstract

Kidfluencers are emerging as valuable brand partners capable of facilitating peer-to-peer interactions with other child viewers. The current experimental study focuses on the role of disclosure modality, call to action (CTA), and logo presence on parental reactions to kidfluencer content. Findings suggest that the negative consequences of advertising recognition can be ameliorated through sponsorship transparency. However, for some parents, advertising recognition led to greater perceived negative effects of advertising, resulting in unfavorable brand outcomes. These results suggest that advertising recognition can have diverging consequences. Advertising recognition was a primary predictor for a desire to regulate, attitudes toward the brand, and purchase intention. Practical and theoretical implications are discussed.

摘要

Kidfluencer 正在成为有价值的品牌合作伙伴，能够促进与其他儿童观众的点对点互动。当前的实验研究侧重于披露方式、号召性用语 (CTA) 和徽标存在对父母对儿童影响者内容的反应的作用。调查结果表明，广告认可的负面影响可以通过赞助透明度得到改善。然而，对于一些家长来说，广告认可导致广告的负面影响更大，从而导致不利的品牌结果。这些结果表明，广告识别可能会产生不同的后果。广告认知度是监管欲望、对品牌的态度和购买意图的主要预测指标。讨论了实践和理论意义。