Sponsorship transparency on purchase intention

• Main Authors: Ali, Huria Abdulkadir, Kalane, Maditlhare Lebohang Elsy
• Format: Others
• Language: English
• Published: Mälardalens högskola, Akademin för ekonomi, samhälle och teknik 2020
• Subjects: Purchase intention; sponsorship transparency; influencers; source credibility; disclosure; Economics and Business; Ekonomi och näringsliv
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48506

The purpose of this paper is to examine how consumers’ online purchase intention is impacted by sponsorship transparency and the use of disclosure. An online survey was collected from 135 people from 41 different countries around the world. The collected data was used to test the proposed four hypotheses and was analyzed with a linear regression test. The findings suggest that the ethical practice of sponsorship transparency negatively impacts purchase intention; and posits that an explicit sponsorship disclosure has no positive impact on purchase intention. However, the characteristic trait of the influencer, i.e. transparency and authenticity and their source credibility has a significant impact on prompting consumers toward purchase intention.