An Empirical Analysis of the Impact of Sponsorship Disclosure on Instagram Posts.
Abstract
Despite increased interest in influencers as a marketing communication tool, it remains unclear how the credibility of influencers and the brand affect consumer attitudes towards the promotional messages of influencers. In addition, issues of sponsorship disclosure of influencer promotional posts assist consumers in critically processing the advertising message. This research examines the effect of Sponsorship Disclosure on Instagram posts, influencer credibility, and brand credibility on the purchase intention of consumers. A descriptive research design is used for this study. This study is based on primary data. The survey method is used for collecting data. A total of 203 responses were collected through Google Form. The structural equation modelling technique is utilized for the analysis. SmartPLS(Version 4.1.1.2) software is used for the analysis. It was found that Sponsorship Disclosure and Brand Credibility have a positive influence on intention to purchase & theoretical implications are also explored. This research offers important implications for marketing managers seeking to increase the efficiency of IM campaigns on Instagram and recognizing its influence on influencer credibility, brand credibility, and sponsorship disclosure. Managers can make informed choices to engage consumers and generate purchase intention more effectively.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.383-402
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Copyright (c) 2026 Sonia Bhatt, Sarvesh Kumar Singh
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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