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Abstract. Social media such as Facebook offer the opportunity to reach the target group of brands in a less obtrusive way than traditional media through sponsored posts. Regulations by the Federal Trade Commission require advertisers to explicitly inform consumers about the commercial nature of these posts. This study addresses the effects of sponsorship disclosures by means of an experiment with a 2 (no disclosure vs. sponsorship disclosure) x 2 (source: celebrity endorsers vs. brand) between subjects design. Results showed that 1) overall consumers persuasion knowledge of advertising on Facebook is well-developed; 2) a sponsorship disclosure only influences the use of persuasion knowledge when the posts is disseminated by a celebrity; and 3) a disclosure starts a process in which the recognition of advertising (i.e., the activation of conceptual persuasion knowledge) causes consumers to develop critical beliefs about the post (i.e., use of attitudinal persuasion knowledge), and in turn, decreases their intention to engage in electronic word-of-mouth.
Who Are We?
Ritecoupons is the perfect platform for the online purchases for the online shopping that significantly enhance the potential for saving money. Our company is located in Maspeth, NY 11378 since 2014, and creates positive impact and experience for the customers to grab bargains effortlessly on every purchase. We aim to encourage and inspire customers to fulfill their shopping needs through latest discount offers and promo codes of the brands, and significantly make best possible savings every time Our expert team helps to give best possible saving opportunities to the deal seekers to make the enriching shopping experience every time whenever they need. You just need our website to grasp out the right and affordable coupons or offers from the eligible sites for the maximum potential savings. If you haven’t already done so, we invite you to try us. We hope you are taking the exceptional benefits of money-saving on your purchases and rewarding as possible.
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