Regulatory bodies in the United States as well as the United Kingdom recently issued revised guidelines concerning the use of testimonials and endorsements 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 including the Twitter. The conclusions from quantitative along with qualitative survey data analysis reveal that consumers might be misled by disclosure traditions that are current. Policy recommendations managerial consequences, and suggestions for future research are presented in light of those findings.
PUBLICATION DATE: May 15, 2014 PRODUCT #: BH604-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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