Abstract
This paper investigates the effects of using disclaimers of sponsorship in social media such as blogs. The study compares consumer responses to a positive blog about a brand that either includes a disclaimer of sponsorship from the brand of does not include such a disclaimer. We find that a disclaimer of sponsorship does not decrease the credibility of and attitude towards the blog but that it results in lower brand attitude and purchase intention compared to when such a disclaimer is not used. Implications for both marketers and bloggers are discussed.