Search

Purpose: The purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content. Design/methodology/approach: An experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers' responses to a product-review video by a YouTube influencer. Findings: The paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure. Research limitations/implications: The hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms. Practical implications: This empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers. Originality/value: The study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure. [ABSTRACT FROM AUTHOR]

This article discusses co-creation as a means of sensemaking among business-to-business actors, and presents a case study from the information and communications sector, in which the aim is to understand current and future media consumption and behaviour. We propose to expand the notion of co-creation in such a way that it also recognizes interaction and sensemaking between different stakeholders within an industry or sector, compared to the current view, in which the focus is on the consumers' role in co-creation activities. Stakeholder co-creation entails jointly creating meaning of a chosen complex phenomenon by using practical tools, such as narratives in the form of user stories. Sensemaking is a narrative process and can thus be used in combination with practical facilitation tools in order to co-create user stories or other stories, and in other contexts. [ABSTRACT FROM AUTHOR]