............................................................................................................................................................................ 3 Introduction ................................................................................................................................................................... 5 Theoretical background .................................................................................................................................................... 8 Processing systems ........................................................................................................................................................ 8 Influence of advertisement on brand attitude and purchase intention........................................................................ 9 Shift from traditional to new media .............................................................................................................................. 9 Social media .................................................................................................................................................................. 9 Product placement ...................................................................................................................................................... 10 Mere exposure effect .................................................................................................................................................. 10 Factors influencing effectivity of advertising messages .............................................................................................. 10 Credibility of the message ........................................................................................................................................... 10 Conceptual Model & Hypotheses ................................................................................................................................... 13 Method ........................................................................................................................................................................... 14 Design .......................................................................................................................................................................... 14 Measures ................................................................................................................................................................... 14 Procedure .................................................................................................................................................................... 16 Data-Analysis ............................................................................................................................................................... 18 Results ............................................................................................................................................................................ 19 Randomization ............................................................................................................................................................ 19 Control variables ......................................................................................................................................................... 19 Manipulation ............................................................................................................................................................... 20 H1:The influence of watching surreptitious Fanta advertisement in a vlog on the purchase intention of Fanta ...... 20 H2:The influence of watching surreptitious Fanta advertisement in a vlog on the credibility of the advertisement message....................................................................................................................................................................... 20 H3:The influence of watching surreptitious Fanta advertisement in a vlog on the attention for the message .......... 21 H4:The influence of the credibility of the message on the overall brand attitude ..................................................... 22 H5:The influence of the attention for the message on the overall brand attitude ..................................................... 22 H6:The influence of the overall brand attitude on willingness to purchase ............................................................... 22 Discussion ....................................................................................................................................................................... 23 Limitations ................................................................................................................................................................... 25 Strengths of study ....................................................................................................................................................... 26 References ...................................................................................................................................................................... 27