Clear, conspicuous, and concise: Disclosures and Twitter word-of-mouth

Authors

Janee N. Burkhalter
Natalie T. Wood, Edith Cowan University
Stephanie A. Tryce

Document Type

Journal Article

Publisher

Elsevier

Faculty

Faculty of Business and Law

School

School of Business

Comments

Burkhalter J.N., Wood N.T., Tryce S.A. (2014). Clear, conspicuous, and concise: Disclosures and Twitter word-of-mouth. Business Horizons, 57(3), 319-328. Available here

Abstract

Regulatory bodies in the United States and the United Kingdom recently issued revised guidelines concerning the use of endorsements and testimonials in marketing efforts. Of specific interest within these guidelines is the disclosure of a material connection when brand communications are sent within social media platforms such as Twitter. The findings of quantitative and qualitative survey data analysis indicate that consumers may be misled by current disclosure conventions. Managerial implications, policy recommendations, and suggestions for future research are presented in light of these findings.

DOI

10.1016/j.bushor.2014.02.001

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