Social media, such as Facebook, offer brands the opportunity to reach their target audience in a less obtrusive way than traditional media, through sponsored posts. Regulations require marketers to explicitly inform consumers about the commercial nature of these posts. This study addresses the effects of sponsorship disclosures by means of a 2 (no disclosure vs. the sponsorship disclosure ‘Sponsored’) × 2 (source: celebrity endorser vs. brand) experiment. Results suggest that a sponsorship disclosure only influences the use of persuasion knowledge when the post is disseminated by a celebrity. Moreover, a disclosure starts a process in which the recognition of advertising (i.e., the activation of conceptual persuasion knowledge) causes consumers to develop distrusting beliefs about the post (i.e., higher attitudinal persuasion knowledge), and in turn, decreases their intention to engage in electronic word of mouth.
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from the article: "In the Netherlands, housing corporations are increasingly adopting self-service technologies (SSTs) to support affairs their tenants need to arrange. The purpose of the study is to examine the customers’ motivations of using SSTs in the context of the Dutch public housing sector. An empirical investigation is presented based on a sample of 1,209 tenants. Using partial least squares (PLS), the acceptance model of Blut, Wang, and Schoefer is adopted and tested. The results show that especially the need for interaction negatively influence the adoption of SSTs by tenants. Positively, subjective norm and self-efficacy influence the adoption. Furthermore, playfulness negatively influences this adoption. Developers of SSTs should focus on its ulitalitarian function, rather then invest in its playfulness. Moreover, adoption is propelled by the encouragement of others. This can be enhanced by positive word-of mouth and should therefore stimulated."
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Het succes van een merk wordt steeds meer afhankelijk van de manier waarop sociale media worden ingezet. Organisaties proberen met behulp van sociale media brand communities te ontwikkelen om informatie te delen, merkwaarden te communiceren en klantrelaties te onderhouden
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