Sophie C. Boerman|Eva A. van Reijmersdal
Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship
University of Amsterdam|University of Amsterdam
watching online videos becoming important part childrens media diets children particularly like content specifically created youtube youtube personalities personalities large reach considered likeable credible become social media influencers advertisers influencers interesting channel reach youth therefore influencers often embed persuasive sponsored messages videos earn money however concerns practice always clear video includes advertising therefore several countries guidelines developed state sponsoring influencer videos disclosed little known effects disclosures influencer videos children boundary conditions effects therefore investigated effects disclosure sponsored influencer videos childrens advertising literacy additionally examined consequences disclosure childrens responses brand advertised product video also included parasocial relationship psr children experience influencer possible boundary condition disclosure effects persuasion experiment amongst children 8 12 years old showed children correctly recalled disclosure disclosure increased recognition advertising understanding selling persuasive intent moreover advertising literacy evoked disclosure affected persuasion disclosure enhanced brand memory ad recognition also decreased advertised product desire understanding selling intent video furthermore psr children influencer proved boundary condition disclosure effects brand attitudes children experienced moderate low psrs influencer disclosure resulted less positive brand attitudes understanding selling intent children experienced strong psr influencer understanding content selling intent affect brand attitudes findings show disclosure noticed remembered effective tool achieve transparency also influences persuasive outcomes influencer marketing online videos