The Effects of Impartiality Disclosure on Brand Objectives for No and Multiple Product Endorsements by Corina Oprea

Author:Corina Oprea
Language: eng
Format: epub
ISBN: 9783658413644
Publisher: Springer Fachmedien Wiesbaden

by 4 (“disclosure type”: (a) #honestopinion, (b) This is not a sponsored post, (c) Paid partnership with the [brand] and the control group (d) no disclosure)

Figure 13.9Complete overview—Manipulation of Independent Variables (Stimuli)—Instagram Profile & Instagram Post. (Source: Own Illustration)

Since the independent variables are manipulated, manipulation checks are used to find out whether the manipulation is perceived by the subjects as intended.31 Participants were randomly exposed to one of the condition combinations. They were asked to imagine themselves scrolling through their Instagram feed while coming across a post by Pamela Reif. Subsequently, they were called on to observe the profile and post combination for 60 seconds. After quizzing participants with regard to dependent variables, mediators and moderators as well as control variables, an extensive manipulation check took place.

Disclosure type recognition is operationalized in accordance with EVANS ET AL. (2017) and DE VEIRMAN/HUDDERS (2020).32 The respondents are asked to provide and choose the type of disclosure they remember having been exposed to. The offered categories were (1) “Paid Partnership with The Rainforest Company”, (2) “#honestopinion”, (3) “Paid Partnership with The Rainforest Company and #honestopinion”, (4) “This is not a sponsored Post” [“Dies ist kein gesponserter Beitrag”] and (5) “I did not notice any of the named wordings” [“Ich habe keine der genannten Texteinträge bemerkt”]. The respondents could only choose one response and the responses were dichotomously coded (Table 13.4).Table 13.4Measurement of disclosure type recognition based on DE VEIRMAN/ HUDDERS (2020), p. 125.

(Source: Own illustration)

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