Unbranded Vs. Branded Direct-To-Consumer Advertising (Dtca) Using Social Media Influencers: Examining The Effects Of Message Type And Disclosure

Social media influencer (SMI) advertising is a recent tactic conducted by pharmaceutical companies to promote a disease or a prescription drug directly to consumers. This study examined the effects of unbranded and branded direct-to-consumer (DTC) SMI advertising along with the effects of sponsorship disclosure on consumers’ attitude toward the ad and behavioral intentions. The Persuasion Knowledge Model was used as theoretical framework to understand the underlying mechanism of these effects. An online experiment with a 2 (unbranded vs. branded) x 2 (disclosure absence vs. presence) between-subject factorial design was conducted. Results showed that the unbranded message led to a higher attitude toward the ad than the branded version, and this effect was mediated by persuasion knowledge activation. Similarly, the absence of disclosure resulted in a higher attitude toward the ad than the presence of disclosure. A significant interaction effect between message type and disclosure on persuasion knowledge activation was also found. Theoretical and practical implications were discussed.

Author dc:creator

• Darmawan, Ida

• direct-to-consumer advertising
• drug advertising
• influencer marketing

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/11299/214985

OAI identifier oai:identifier

oai:conservancy.umn.edu:11299/214985