@inproceedings{9c4b325a78f244e3ba8150a16d48668b,
title = "A Study into Sponsorship Disclosure on Video Sharing Platforms: Evidence from Bilibili",
abstract = "Sponsorship disclosure is becoming increasingly important in the marketing field and its business value deserves further exploration. This paper investigates how different types of sponsorship disclosure affects consumers{\textquoteright} purchase intention through influencer trust in the context of video sharing platforms with evidence from Bilibili. Notably, as a distinguished feature of Bilibili, the differences between bullet screen and traditional user comments in their impacts on sponsorship disclosure and customer purchase intention are compared in terms of consumers{\textquoteright} interactivity with the social media influencers. Based on the knowledge persuasion model and signaling theory, the results indicate that influencer trust mediates the relationship between sponsorship disclosure and consumers{\textquoteright} purchase intention both for general and specific sponsorship disclosure, and interactivity positively moderates the relationship between sponsorship disclosure and consumers{\textquoteright} purchase intention only for general sponsorship disclosure.",
keywords = "Bilibili, Purchase Intention, Sponsorship Disclosure, Video Sharing Platform",
author = "Chenwei Li and Huijin Lu",
note = "Publisher Copyright: {\textcopyright} 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 22nd Wuhan International Conference on E-Business, WHICEB 2023 ; Conference date: 26-05-2023 Through 28-05-2023",
year = "2023",
doi = "10.1007/978-3-031-32299-0_19",
language = "English",
isbn = "9783031322983",
series = "Lecture Notes in Business Information Processing",
publisher = "Springer Science and Business Media Deutschland GmbH",
pages = "220--232",
editor = "Yiliu Tu and Maomao Chi",
booktitle = "E-Business. Digital Empowerment for an Intelligent Future - 22nd Wuhan International Conference, WHICEB 2023, Proceedings",
}