Fitness influencers – How Standardised Sponsorship Disclosures on Instagram Impact Consumer Based Brand Equity (CBBE) in the UK

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Fitness influencers – How Standardized Sponsorship Disclosures on Instagram Impact Consumer Based Brand Equity (CBBE) in the UK

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Write a paper on Fitness influencers – How Standardized Sponsorship Disclosures on Instagram Impact Consumer Based Brand Equity (CBBE) in the UK

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In marketing, the assumption is that the consumers are initially operating at a neutral point of view. This means that it is possible to persuade them to purchase the product that the company is selling. In this regards, the persuasion knowledge theory is mainly applied in the disclosure of standardized sponsorships on Instagram to inform the potential consumers about the existence of a specific product. The model further provides a conceptual understanding of how consumers receive and respond to persuasive messages (Braatz 2017; Anagnostopoulos et al. 2018). Over time, consumers are bound to learn what constitutes compelling messages. As a result, they tend to start showing high levels of skepticism towards the products being marketed using the approach. It is on this basis that companies that make use of influencers on Instagram tend to ensure that at the end of the day such ads do not come off as trying to persuade the consumers to purchase the product or brand which is responsible for sponsoring the influencer’s posts (Esteban-Santos et al. 2018; Dodd 2018).

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