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The effects of Instagram disclosure on consumer reactions to sponsored posts: The moderating impact of social media influencers’ perceived popularity
[Effets de la divulgation des partenariats publicitaires sur Instagram sur les réactions des consommateurs : rôle modérateur de la popularité perçue de la source]

Author

Listed:
  • Juliette Passebois Ducros
  • Florence Euzéby

    (NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université)

  • Sarah Machat

Abstract

At the request of brands, influencers promote products in their social media feed. They publish both authentic and sponsored content and, to distinguish one from the other, they are required to clearly disclose when their posts are sponsored. This research examines the impact of advertising disclosure on consumer reactions. We first propose an integrative model of the disclosing effect including advertising recognition and source's credibility. We also examine the impact of influencer's popularity in the disclosure process. An experiment conducted on Instagram ( n = 400) shows that disclosure negatively affects consumers' intentions via the double mediation of advertising recognition and influencer's credibility. It also reveals that, for very popular influencers, the negative effect of disclosure on consumer reactions through the double mediation is attenuated.

Suggested Citation

  • Juliette Passebois Ducros & Florence Euzéby & Sarah Machat, 2023. "The effects of Instagram disclosure on consumer reactions to sponsored posts: The moderating impact of social media influencers’ perceived popularity [Effets de la divulgation des partenariats publ," Post-Print hal-04233698, HAL.
    • Handle: RePEc:hal:journl:hal-04233698
    DOI: 10.1177/20515707231175589
    as

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