Journal of Promotional Communications Publication details, including instructions for authors and subscription information: http://promotionalcommunications.org/ind ex.php/pc/index An Investigation into Viewers’ Trust in and Response Towards Disclosed Paid-for-Endorsements by YouTube Lifestyle Vloggers Callum Chapple and Fiona Cownie To cite this article: Chapple, C. and Cownie, F. 2017. An Investigation into Viewers’ Trust in and Response Towards Disclosed Paid-for-Endorsements by YouTube Lifestyle Vloggers, Journal of Promotional Communications, 5 (2), 110-136 PLEASE SCROLL DOWN FOR ARTICLE JPC makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, JPC make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by JPC The accuracy of the Content should not be relied upon and should be independently verified with primary sources of information. JPC shall not be liable for any losses, actions, claims, proceedings, demands, costs, expenses, damages, and other liabilities whatsoever or howsoever caused arising directly or indirectly in connection with, in relation to or arising out of the use of the Content. This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub- licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. Terms and Conditions of access and use can be found at: http://promotionalcommunications.org/index.php/pc/about/submissions