Empirical analysis uncovers the impact of sponsorship disclosures on trust and engagement among Instagram viewers, highlighting critical trade-offs for digital marketing.
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.
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Karagür et al. (2026) studied this question.
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