Marketing analysis reveals how sponsorship disclosures drive viewer engagement in video audiences, indicating risks from excessive customization.
Li Chen and Andrew N. Smith explain how video influencers can increase their viewers’ engagement with sponsored content. They show that clear disclosure of sponsorships boosts this engagement, while excessive customization and subjective endorsements may backfire, undermining the perceived authenticity that makes influencer marketing work.
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Chen et al. (2026) studied this question.
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