Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 10, 31 October 2023
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The Influence of Advertisement Disclosure on Consumers' Consumption Intention in Celebrity Marketing
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Abstract
With the rise of social media and the trend of digitization of traditional media, how information is communicated is undergoing tremendous changes. Commercial messages have begun to penetrate news, entertainment, and other areas, creating a tsunami of economic benefits from them. Celebrity marketing is particularly prominent. However, there is a phenomenon that by concealing the commercial nature of their content, brands and celebrities make it impossible for users to recognize the nature of advertising, resulting in misinformation and deception. Under such a background, this study uses the documentation method to investigate how different levels of advertising disclosure affect consumers’ willingness to consume. The conclusion suggests that advertisement disclosure has a considerable positive effect on consumers’ consumption intentions. Therefore, marketing brands should guide their audiences to dialectically view the commercial attributes of celebrity marketing so that they can build good customer relationships and promote the success of their marketing strategies.
Keywords
advertisement disclosure, celebrity marketing, consumer behavior
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 4th International Conference on Educational Innovation and Philosophical Inquiries
- ISBN (Print)
- 978-1-83558-043-1
- ISBN (Online)
- 978-1-83558-044-8
- Published Date
- 31 October 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/10/20231241
- Copyright
- 31 October 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited