Clear, conspicuous, and concise: Disclosures and Twitter word-of-mouth

Autor:	Janée N. Burkhalter, Stephanie A. Tryce, Natalie T. Wood
Rok vydání:	2014
Předmět:	Marketing business.industry Political science Word of mouth Advertising Social media Business and International Management Public relations Qualitative survey business
Zdroj:	Business Horizons. 57:319-328
ISSN:	0007-6813
DOI:	10.1016/j.bushor.2014.02.001
Popis:	Regulatory bodies in the United States and the United Kingdom recently issued revised guidelines concerning the use of endorsements and testimonials in marketing efforts. Of specific interest within these guidelines is the disclosure of a material connection when brand communications are sent within social media platforms such as Twitter. The findings of quantitative and qualitative survey data analysis indicate that consumers may be misled by current disclosure conventions. Managerial implications, policy recommendations, and suggestions for future research are presented in light of these findings.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b106faa249e1b7ba15da156cda36b666 https://doi.org/10.1016/j.bushor.2014.02.001 Zobrazit plný text záznamu Full Text from ScienceDirect