The role of calls to action, logo presence, and disclosure modality on parental appraisals (2022)

Kidfluencers are emerging as valuable brand partners capable of facilitating peer-to-peer interactions with other child viewers. The current experimental study focuses on the role of disclosure modality, call to action, and logo presence on parental reactions to kidfluencer content. Findings suggest that the negative consequences of advertising recognition can be ameliorated through sponsorship transparency.