“This Video is Sponsored by L’Oréal” - A Test of Competing Hypotheses on the Effects of Sponsorship
Thesis purpose: The aims of this thesis are to investigate (1) the effect of sponsorship disclosure timing (before vs. after) on attitudes towards the brand and attitudes towards the vlogger in a beauty vlog context and (2) test a possible moderating effect of discount codes on the relationships between disclosure timing and attitudes towards the brand and the vlogger. These two aims were pursued