The Double-Edged Sword of Disclosing INFLUENCER MARKETING

Abstract

Zeynep Karagür, Jan-Michael Becker, Kristina Klein, and Alexander Edeling investigated how different forms of disclosure on Instagram, along with the characteristics of influencers, affect whether viewers perceive a post as advertising, their trust in the influencer, and their engagement with the post. Their findings offer useful information for policymakers, marketers, and influencers.