Impartial endorsements: Influencer and celebrity declarations of non-sponsorship and honesty
作者：
Highlights：
• We tested online influencers' claims of impartiality toward products they promote, for effects on young women's perceptions.
• Non-sponsorship and honesty claims were manipulated within-subjects for 12 brands; influencers were compared to celebrities.
• Influencers' so-called honest opinions improved perceived expertise; non-sponsorship disclosures boosted trustworthiness.
• Impartiality claims were most effective when used in combination: disclosing non-sponsorship and asserting honesty.
• Celebs had more expertise, but source did not moderate claims. Claim placement affected ad recognition and sharing intent.
摘要
•We tested online influencers' claims of impartiality toward products they promote, for effects on young women's perceptions.•Non-sponsorship and honesty claims were manipulated within-subjects for 12 brands; influencers were compared to celebrities.•Influencers' so-called honest opinions improved perceived expertise; non-sponsorship disclosures boosted trustworthiness.•Impartiality claims were most effective when used in combination: disclosing non-sponsorship and asserting honesty.•Celebs had more expertise, but source did not moderate claims. Claim placement affected ad recognition and sharing intent.
论文关键词：Influencers,Endorsements,Sponsorship,Honesty claims,Instagram
论文评审过程：Received 22 February 2021, Revised 30 April 2021, Accepted 4 May 2021, Available online 6 May 2021, Version of Record 18 May 2021.
论文官网地址：https://doi.org/10.1016/j.chb.2021.106858
