How does sponsorship disclosure influence the relationship between influencer credibility and consumer purchase intention?
Year: 2026
Type: dissertation
Abstract: This study examines how sponsorship disclosure influences the relationship between influencers' credibility and consumer purchase intention in social media marketing. To protect consumers, regulations such as the UCPD now require disclosure of sponsorship in influencer marketing. This study is grounded in the Persuasion Knowledge Model and Source Credibility Theory, which explain how consumers respond to sponsorship disclosure and influencer credibility in advertising. The method used for this study was to create a quantitative between-subject experimental design where respondents were exposed to either a sponsored or non-sponsored Instagram post of an influencer advertising headphones. The data was collected through online surveys, resulting in 171 responses, mostly from individuals between 18 and 35. The data were analysed by using correlation analysis, regression analysis, moderation analysis, and independent-samples t-tests. The findings of the study show that sponsorship disclosure does not moderate the relationship between influencers' credibility and consumer purchase intention. However, perceived trustworthiness and expertise in the influencer were found to have significant positive effects on consumer purchase intention, while the perceived attractiveness of the advertiser showed no effects.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7166915190