Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study Among Children in Early Adolescence
Study details
| Year: | 2019 |
| Scope: | National |
| Countries: | Netherlands |
| Methodology: | Empirical research – Mixed methods |
| Methods of data collection: | Experimental / Quasi-experimental; Interview |
| Researched Groups: | Children |
| Children Ages: | Kids (6-10 Years old); Pre-adolescents (11-13 Years old) |
| Funder: | Research Fellowship Grant 2016 of the American Academy of Advertising and a research grant from the Research Fund Flanders |
| Has Formal Ethical Clearance: | Yes |
| Consents: | Consent obtained from parents; Consent obtained from children; Consent obtained from school officials / principal |
| Informed Consent: | Consent obtained |
| Ethics: | Ethical considerations not mentioned |
| Data Set Availability: | Not mentioned |
Goals
This study focused on the effects of sponsorship disclosure timing on children's ability to understand that social influencer videos are sponsored. The study also investigated how sponsorship disclosure timing affects children's attitudes toward the sponsoring brand, the video, and the influencer.