Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude toward Discount Code Use

نویسندگان

چکیده

The purpose of this study is to examine the effects disclosing sales commissions pertaining an influencer discount code on perceived sincerity and attitude toward using code. In first study, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. second two by (discount level: low high) findings Study 1 demonstrate that commission disclosure codes results higher influencer. Results also reveal mediates effect (vs. no disclosure) Further, 2 demonstrates robustness these regardless whether level or high.

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ژورنال

عنوان ژورنال: Asia Marketing Journal

سال: 2023

ISSN: ['1598-7868']

DOI: https://doi.org/10.53728/2765-6500.1604