“The Review Is Sponsored By”: the Effect of Sponsorship Disclosure on Blog Loyalty

Maximilian Gerrath, Leeds University Business School, UK
Bryan Usrey, Leeds University Business School, UK
This study provides theoretical and practical contributions to the area of online review sponsorship. Four experimental studies expand the current attribution theory based literature by examining the impact of review balance (one vs. two sided), type of sponsorship (voluntary vs. involuntary) and disclosure strategies (internal vs. external motives).
[ to cite ]:
Maximilian Gerrath and Bryan Usrey (2016) ,"“The Review Is Sponsored By”: the Effect of Sponsorship Disclosure on Blog Loyalty", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 454-454.