Commercialization of influencer content on social media: the roles of parasocial relationships and sponsorship disclosures

The rise of influencer marketing has precipitated a notable shift toward the commercialization of influencer content. This study aims to investigate the effects of this commercial orientation on followers’ purchase intentions, with a particular focus on the interplay between parasocial relationships and sponsorship disclosures in shaping this outcome. Employing a quantitative approach, this study analyzes an online survey of 303 social media users in the USA using partial least squares structural equation modeling (PLS-SEM). This study reveals that the commercial tilt of influencer content adversely affects followers’ purchase intentions, and that this negative trajectory is amplified by the diminished parasocial relationships that followers have with social media influencers due to this overt commercialization. However, a silver lining emerges with the revelation that transparent sponsorship disclosures can significantly cushion this adverse effect, restoring followers’ propensity to purchase the products endorsed by social media influencers.