Revealing the hidden: The effect of advertisement disclosure on heavy and light Instagram users’ influencer avoidance

Creative Commons License

Yahya A., Çınar N.

JOURNAL OF MARKETING COMMUNICATIONS, sa.8, ss.1-29, 2024 (ESCI)

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2024
  • Doi Numarası: 10.1080/13527266.2024.2413919
  • Dergi Adı: JOURNAL OF MARKETING COMMUNICATIONS
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, ComAbstracts, Communication & Mass Media Index, Communication Abstracts, Psycinfo
  • Sayfa Sayıları: ss.1-29
  • Anadolu Üniversitesi Adresli: Evet

Özet

The existing literature on influencer marketing lacks precise elucidation regarding the circumstances and motivations underlying consumer’s inclination towards avoidance of influencers, despite its prevalence. This study examines the effect of disclosure type (control: no disclosure, sponsorship disclosure and non-sponsorship disclosure) in Instagram-based influencer advertising on influencer avoidance through ad recognition, influencer credibility as serial variables and Instagram usage intensity as a moderating variable among a sample of 165 students. The results indicated that heavy-intensity Instagram users were able to detect undisclosed information (no disclosure), recognize the advertisement, and penalize the influencer for concealing the truth by reducing its credibility and avoiding her/him. This nuanced exploration provides valuable insights into the intricate dynamics of influencer marketing and offers a more precise clarification of the factors influencing consumer avoidance behavior.