The Effect of Instagram Ad Disclosure Position on Attitude Toward Ad, Attitude Toward Brand and Intention to Share (e-WOM) Dewi Anggraeni ; Tengku Ezni Balqiah
University of Indonesia
Abstract
In recent years, marketers use social media as their marketing communication platform which is caused by the growth of social media users. Instagram, as one of the fastest growing social media, enable its user to share photo or video through their platform. Ads on Instagram can be categorized as In Feed Native Advertising which have proved by recent studies as the promising solution for ad avoidance. However, consumer’s acceptance of native advertising can be a double-edged sword due to the potential of consumer deception because of consumer’s inability to recognize the ad. So that, the Federal Trade Commission enforce the marketer to disclose if the post is an ad. Recent studies about advertising disclosure has focused on position, language, duration, and timing but the study for implementing disclosure in social media ad was limited. So that, in this study we examined the effect of Instagram ad disclosure position on attitude toward ad, attitude toward brand, and intention to share EWOM. An experimental study was conducted to test the effect of top (Group A) and bottom (Group B) disclosure position among 220 Instagram users. Results indicate that response for Group A has lower attitude toward ad, attitude toward brand and intention to share EWOM due to the activation of persuasion knowledge model. This study provides an empirically contribution and strategic implication for marketer’s decision making process in implementing the ad disclosure on their Instagram ad.
