Brand placement disclosure on Instagram posts

: the impact on behaviors towards the featured product

Abstract

This research seeks to determine whether it's more worth it to pay for sponsored endorsements, or to promote organic ones (e.g., send products to potential endorsers and hope they make content out of it), and therefore help marketers in their budget allocation decisions. Accordingly, an experimental study was conducted to investigate if the absence or presence of a sponsorship disclosure on Instagram posts impacts the post's credibility, and subsequently behaviors towards the product featured, such as value perception and purchase intention. Surprisingly, findings show that disclosure does not have a significant direct effect on either post credibility, product value perception or product purchase intention. Despite this, survey results reveal that post credibility significantly affects value perception and purchase intention, and value perception considerably influences purchase intention.

Date of Award	17 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)