The Influence of Advertisement Disclosure on Consumers' Consumption Intention in Celebrity Marketing

Abstract

With the rise of social media and the trend of digitization of traditional media, how information is communicated is undergoing tremendous changes. Commercial messages have begun to penetrate news, entertainment, and other areas, creating a tsunami of economic benefits from them. Celebrity marketing is particularly prominent. However, there is a phenomenon that by concealing the commercial nature of their content, brands and celebrities make it impossible for users to recognize the nature of advertising, resulting in misinformation and deception. Under such a background, this study uses the documentation method to investigate how different levels of advertising disclosure affect consumers willingness to consume. The conclusion suggests that advertisement disclosure has a considerable positive effect on consumers consumption intentions. Therefore, marketing brands should guide their audiences to dialectically view the commercial attributes of celebrity marketing so that they can build good customer relationships and promote the success of their marketing strategies.