The Effect Of Sponsorship Disclosure Of Product Reviews Video In Bilibili

Implicit advertising forms are very common nowadays,and the development of the digital Internet has made influencer influencers(KOL)and professional-usersgenerated content(PUGC)an important channel for brand marketing communication.But these marketing communications often don’t state that they’re advertisements or publicly disclose that they’re "brand sponsored," so they can also be quite insidious.In order to protect the rights and interests of consumers,our country’s relevant laws and regulations clearly require that effective measures must be taken to disclose advertising information for content with an advertising nature.Starting from this paradox,this study takes the sponsored product review videos on the Bilibili website as the research object,uses the persuasion knowledge model to conduct research,and aims to explore whether sponsored disclosure will have negative effects and its mechanism.This study uses an experimental method to compare consumers’ brand attitudes under the conditions of non-disclosure,general disclosure and explanatory disclosure.The study found that sponsorship disclosures had an overall negative impact on brand attitudes,while explanatory disclosures did not ameliorate this negative impact.The continuous mediation effect of sponsorship disclosure-perceived persuasive intentionperceived trust-brand attitude is established.Finally,consumers’ product knowledge level has a moderating effect on the relationship between sponsorship disclosure and perceived persuasive intention.When consumers have a higher level of product knowledge,the influence of sponsorship disclosure on perceived persuasive intention will be reduced.