스폰서십 공시와 지각된 진정성에 따른 소비자 반응의 차이: 소셜 미디어 광고에서 소비자 참여도와 광고 회피를 중심으로

This study analyzes the interactive effects of sponsorship disclosure and perceived authenticity on consumer engagement and advertising avoidance in social media advertising through Analysis of Covariance (ANCOVA). Drawing upon the Persuasion Knowledge Model, a 2×2 experimental design was employed, manipulating sponsorship disclosure (disclosed vs. non-disclosed) and perceived authenticity (high vs. low). Data were collected from 281 participants to examine how transparency in sponsorship and perceived authenticity influence consumer responses. The findings reveal that when sponsorship is explicitly disclosed and perceived authenticity is high, consumer engagement increases, and advertising avoidance decreases. This suggests that balancing transparency and authenticity strengthens consumer trust and fosters positive reactions. Conversely, an unexpected pattern emerged in scenarios where sponsorship was not disclosed, and perceived authenticity was low: consumer engagement increased, and advertising avoidance decreased. This indicates that the absence of disclosure may prevent consumers from recognizing commercial intent, thereby inhibiting the activation of persuasion knowledge. These findings highlight the complex interplay of transparency and authenticity in shaping consumer responses within the digital advertising landscape. Specifically, clear sponsorship disclosure combined with authentic messaging strategies proves effective in maximizing consumer engagement and minimizing advertising avoidance, offering strategic insights for marketers aiming to enhance trust and engagement.