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Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos?

Author

Listed:
  • Sophie C. Boerman

    (Amsterdam School of Communication Research (ASCoR), University of Amsterdam, The Netherlands / Strategic Communication Group, Wageningen University & Research, The Netherlands)

  • Eva A. van Reijmersdal

    (Amsterdam School of Communication Research (ASCoR), University of Amsterdam, The Netherlands)

  • Esther Rozendaal

    (Erasmus School of Social and Behavioral Sciences, Erasmus University Rotterdam, The Netherlands)

Abstract

Answering the strong need for insight into how minors can effectively be informed about advertising (e.g., influencer marketing) in online content, we ran an online experiment ( N = 623 minors between 8 and 18 years old) testing the effects of two pictograms that were designed in co-creation with minors and the potential of an awareness campaign to boost the pictogram’s effectiveness. Our findings provide three important insights that have implications for theory, practice, and regulation. First, we find that minors are able to distinguish between sponsored and non-sponsored videos, indicating that they have developed some level of advertising literacy in this context. Second, our study shows that the two pictograms informing minors about advertising in online videos went unnoticed by most viewers and did not enhance conceptual or attitudinal advertising literacy. Third, the awareness campaign did not lead to higher recognition of the pictograms nor enhanced advertising literacy. The campaign did increase minors’ understanding of the meaning of the pictograms. However, the majority of minors also understood the pictograms without the campaign. Based upon our findings, we argue that pictograms are unnoticed by most minors and seem ineffective in enhancing minors’ advertising literacy. Although an awareness campaign can familiarize minors with pictograms and their implementation in online videos, it does not seem to boost the pictogram’s effects on advertising literacy.

Suggested Citation

  • Sophie C. Boerman & Eva A. van Reijmersdal & Esther Rozendaal, 2023. "Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos?," Media and Communication, Cogitatio Press, vol. 11(4), pages 140-150.
    • Handle: RePEc:cog:meanco:v11:y:2023:i:4:p:140-150
    DOI: 10.17645/mac.v11i4.7050
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    References listed on IDEAS

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    1. Yanliu Huang & J. Wesley Hutchinson, 2008. "Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 98-118, January.
    2. van Reijmersdal, Eva A. & Rozendaal, Esther & Hudders, Liselot & Vanwesenbeeck, Ini & Cauberghe, Veroline & van Berlo, Zeph M.C., 2020. "Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study Among Children in Early Adolescence," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 94-106.
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    Cited by:

    1. Olga Kolotouchkina & Celia Rangel & Patricia Núñez Gómez, 2023. "Digital Media and Younger Audiences," Media and Communication, Cogitatio Press, vol. 11(4), pages 124-128.

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