Consumer Behavior

Cause Message in an Instagram Post: Do Disclosure and Homophily Matter on Attitudes Towards Sponsorship?

Authors: Michelle L Childs (The University of Tennessee) , Bomi Lee (The University of Tennessee) , Youn-Kyung Kim , Shelby Smith (The University of Tennessee)

Abstract

The purpose of this experimental study was to examine the effects of (a) sponsorship disclosure (vs. non-disclosure) and (b) homophily (high vs. low) on consumers attitudes (towards sponsorship clarity and ad deception) and behavior (intentions to follow and purchase). Results of an online consumer panel (n=237) reveal (a) the main effect of disclosure on attitudes, (b) the main effect of homophily on intentions to follow and purchase, and (c) the interaction effect of disclosure and homophily level. 

Keywords: Cause message, social media, attitudes, sponsorship disclosure, homophily

How to Cite: Childs, M. L. , Lee, B. , Kim, Y. & Smith, S. (2022) “Cause Message in an Instagram Post: Do Disclosure and Homophily Matter on Attitudes Towards Sponsorship?”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.15902