IDEAS home Printed from https://ideas.repec.org/a/gam/jjrfmx/v15y2022i7p276-d845908.html

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Author

Listed:
  • Vesna Sesar

    (Department of Technical and Economic Logistics, University Center Koprivnica, University North, 42 000 Varaždin, Croatia)

  • Ivana Martinčević

    (Department of Technical and Economic Logistics, University Center Koprivnica, University North, 42 000 Varaždin, Croatia)

  • Monika Boguszewicz-Kreft

    (Business Faculty, WSB University in Gdansk, al. Grunwaldzka 238A, 80-266 Gdansk, Poland)

Abstract

Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents using the convenience sampling method on the student population from one Croatian university. Regression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.

Suggested Citation

  • Vesna Sesar & Ivana Martinčević & Monika Boguszewicz-Kreft, 2022. "Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention," JRFM, MDPI, vol. 15(7), pages 1-21, June.
    • Handle: RePEc:gam:jjrfmx:v:15:y:2022:i:7:p:276-:d:845908
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1911-8074/15/7/276/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1911-8074/15/7/276/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tan, Yingsi & Geng, Shuang & Katsumata, Sotaro & Xiong, Xiaojun, 2021. "The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Ladhari, Riadh & Massa, Elodie & Skandrani, Hamida, 2020. "YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    4. Hu, Lixia & Min, Qingfei & Han, Shengnan & Liu, Zhiyong, 2020. "Understanding followers’ stickiness to digital influencers: The effect of psychological responses," International Journal of Information Management, Elsevier, vol. 54(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lie Ao & Rohit Bansal & Nishita Pruthi & Muhammad Bilawal Khaskheli, 2023. "Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis," Sustainability, MDPI, vol. 15(3), pages 1-15, February.
    2. Beata Zatwarnicka-Madura & Robert Nowacki & Iwona Wojciechowska, 2022. "Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z," Energies, MDPI, vol. 15(18), pages 1-22, September.
    3. Seo, Jinhee & Sung, Yoon Hi & Yoon, Doyle, 2024. "“It doesn't bother me that much”: The congruence effect of product types and ad appeals on the effectiveness of sponsored ads on Instagram," Journal of Business Research, Elsevier, vol. 185(C).
    4. Mölders, Marius & Bock, Lennart & Barrantes, Eloy & Zülch, Henning, 2025. "Understanding finfluencers: Roles and strategic partnerships in retail investor engagement," Journal of Business Research, Elsevier, vol. 198(C).
    5. Le, Nguyen & Nguyen, Tai Tan & Nguyen, Hoa Thi Lien, 2026. "Barriers and motivators of globalization for buying behavior of imported Chinese domestic home appliances: the roles of brand image, product judgement, perceived product quality and endorser's credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    6. Pan Meizhen & Lim Ming-Fook & Li Xiaoqing & Brahim Chekima, 2025. "Promoting Sales in E-commerce Live Streaming: How Streamer Credibility, Attractiveness, and Time Pressure Drive Purchase Decisions," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(8), pages 7046-7053, August.
    7. Yu-Jing Chiu & Ling-Shiuan Hong & So-Ra Song & Yu-Chao Cheng, 2024. "Unveiling the Dynamics of Consumer Attention: A Two-Stage Hybrid MCDM Analysis of Key Factors and Interrelationships in Influencer Marketing," Mathematics, MDPI, vol. 12(7), pages 1-22, March.
    8. Anil Kumar & Abdul Bashiru Jibril, 2025. "Exploring the Landscape of Influencer Marketing Research: A Systematic Review and Bibliometric Analysis," SAGE Open, , vol. 15(3), pages 21582440251, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Conde, Rita & Casais, Beatriz, 2023. "Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship," Journal of Business Research, Elsevier, vol. 158(C).
    2. Mukta Garg & Apurva Bakshi, 2024. "Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    3. Gianluca Fiocchi & Mona Seyed Esfahani, 2024. "Exploring the uniqueness of distinctive brand assets within the UK automotive industry," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 1-15, January.
    4. Aswathi Kanaveedu & Jacob Joseph Kalapurackal, 2024. "Influencer Marketing and Consumer Behaviour: A Systematic Literature Review," Vision, , vol. 28(5), pages 547-566, November.
    5. Fang, Xing & Shin, Seong Kyoung & Huang, Xingyu, 2025. "Enhancing social media engagement: Speech act strategies across influencer types," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    6. Nadroo, Zeeshan Majeed & Lim, Weng Marc & Naqshbandi, Mohd Asif, 2024. "Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Wei He & Chenyuan Jin, 2024. "A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory," Electronic Commerce Research, Springer, vol. 24(2), pages 1235-1265, June.
    9. T. Tony Ke & Jiwoong Shin & Jungju Yu, 2023. "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning," Marketing Science, INFORMS, vol. 42(6), pages 1101-1124, November.
    10. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    11. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    12. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    13. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    14. Ella Ward & Song Yang & Jenni Romaniuk & Virginia Beal, 2020. "Building a unique brand identity: measuring the relative ownership potential of brand identity element types," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 393-407, July.
    15. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.
    16. Munazza Saeed & Arhum Ahmed & Erhan Boğan & Osman Abul & Ahmad Qammar, 2025. "‘Buying green’: the role of green customer-based brand equity in shaping customers’ green buying behavior," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(3), pages 5981-5997, March.
    17. Zhang, Luxi & Qiu, Sha Sarah & Zhao, Xinshu, 2025. "How does social tie strength work? A panel study exploring the effects of pro-e-cigarette content from peers, influencers, and brands on social media," Social Science & Medicine, Elsevier, vol. 386(C).
    18. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Nguyen, Dung Minh & Nguyen, Trieu, 2026. "Framing luxury in the resale era: Matching influencer type with regulatory focus in second-hand luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    20. Nenycz-Thiel, Magda & Romaniuk, Jenni, 2016. "Understanding premium private labels: A consumer categorisation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 22-30.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jjrfmx:v:15:y:2022:i:7:p:276-:d:845908. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.