Purpose This study aims to explore the effect of video editing disclosure on advertisements on the real estate investment intentions of the viewers. Specifically, our study examines the effect of editing disclosure on the credibility and perceived manipulative intent of the influencer, which affects the perceived ad-believability and ultimately the investment intentions. Design/methodology/approach This study analyses the influence of video-editing disclosure using an independent sample t-test. It further analyses the various relationships between variables using the structural equation modelling PLS-SEM. Findings Results reveal that video editing disclosure has a positive effect on influencer credibility and reduces the perception of manipulative intent. Both variables positively impact ad believability, which in turn enhances product attitude and investment intentions. Research limitations/implications This research contributes to influencer marketing research within a high-involved context, real estate, by examining the influence of video-content, credibility of influencers and disclosures on ad credibility, product attitudes and investment intentions. Implications: Results must be interpreted in light of the simulated experimental nature of the design adopted, which may not be perfectly predictive of actual behaviour and the digitally active nature of the sample, and so caution should be taken when generalizing to less tech-savvy or older individuals. Cultural and regional differences within the Indian property market were not fully examined. This makes the findings somewhat limited. Practical implications It demonstrates that including a simple disclosure about video enhancements does not necessarily harm influencer effectiveness. On the contrary, when paired with a credible influencer, disclosure can enhance believability and build trust, critical for converting sceptical or risk-averse property buyers (Evans et al., 2017). Marketers should therefore consider ethical transparency as a strategic asset for them rather than a liability. The pivotal role of influencer credibility suggests that real estate firms should be meticulous in selecting influencers who exhibit high trustworthiness, domain expertise and personal appeal. Given that credibility significantly boosts ad believability and indirectly impacts investment intention, influencer vetting should go beyond follower counts and engagement metrics to include qualitative assessments of their perceived integrity and professionalism. Social implications The finding that product attitude mediates the effect of believability on intention underscores the need for emotionally resonant and product-relevant content. Influencer campaigns should not only aim for visibility but also ensure the product is positioned in a way that generates positive sentiment and aligns with the aspirational values of the target audience (Okonkwo and Namkoisse, 2023). Originality/value Our study refines the Persuasion Knowledge Model by showing how transparency and credibility jointly shape persuasion in complex investment decisions. It also offers practical insights, highlighting that disclosure can enhance trust and engagement rather than weaken marketing effectiveness.
Wani et al. (Sat,) studied this question.