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Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

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  • Susanna Lee
  • Eunice Kim

Abstract

Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influencer promotional posts encourages consumers to critically process the advertising message. Thus, this study examines the effects of disclosure types (explicit/implicit/no disclosure), influencer credibility (high low), and brand credibility (high/low) on the effectiveness of Instagram influencer promotional posts. Findings reveal that highly credible brands featured in Instagram posts have a positive impact on message credibility, attitude toward the ad, purchase intention, and eWOM intention. Theoretical and managerial implications are discussed.

Suggested Citation

  • Susanna Lee & Eunice Kim, 2020. "Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(3), pages 232-249, July.
    • Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:232-249
    DOI: 10.1080/20932685.2020.1752766
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    Citations

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    Cited by:

    1. Monika Boguszewicz-Kreft & Vesna Sesar & Jan Kreft, 2026. "“Never mind, if you’re not an expert in it, I’ll buy it”:the impact of influencer credibility on purchase intentions—an international comparison," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 53(1), pages 41-58, March.
    2. Sesar Vesna & Hunjet Anica & Martinčević Ivana, 2023. "Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?," Business Systems Research, Sciendo, vol. 14(2), pages 158-172, December.
    3. Xiao Liu & Xiaoyong Zheng, 2024. "The persuasive power of social media influencers in brand credibility and purchase intention," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    4. Ruchika Sharma & Aashu Aggarwal & Noopur Saxena, 2025. "From endorsement to action: how influencer characteristics and perceived value drive purchase intentions for sustainable beauty product," SN Business & Economics, Springer, vol. 5(12), pages 1-24, December.
    5. Komal Shamim & Muhammad Azam, 2024. "The power of social media influencers: unveiling the impact on consumers’ impulse buying behaviour," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    6. Edler, Ronja & Perret, Jens K., 2021. "Who Influences the Influencer – First Approaches towards a Quantitative Influencer Marketing," Research Journal for Applied Management (RJAM), International School of Management (ISM), Dortmund, vol. 2(1), pages 68-93.
    7. Kong, Juan & Lou, Chen, 2026. "Beyond persuasion Knowledge: Examining the roles of visual appeal, visual congruence, and social proof in influencer advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    8. Yatish Joshi & Weng Marc Lim & Khyati Jagani & Satish Kumar, 2025. "Social media influencer marketing: foundations, trends, and ways forward," Electronic Commerce Research, Springer, vol. 25(2), pages 1199-1253, April.
    9. Nora Sharkasi & Saeid Rezakhah & Gomaa Agag, 2025. "A comparative paradigm of sequential mediation models of influencers’ credibility using PLS-SEM with machine learning," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(3), pages 744-779, September.
    10. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta, 2024. "Human versus virtual influences, a comparative study," Journal of Business Research, Elsevier, vol. 173(C).
    11. Thomas Wold, 2023. "Letters to the Public: What Goes Viral Online?," SAGE Open, , vol. 13(1), pages 21582440231, February.
    12. Zofia Saternus & Cristina Mihale-Wilson & Oliver Hinz, 2024. "Influencer marketing on Instagram—The optimal disclosure strategy from influencers’ and marketers’ perspectives," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-27, December.
    13. Anand Jhawar & Sanjeev Varshney & Prashant Kumar, 2024. "Sponsorship Disclosure on social media: literature review and future research agenda," Management Review Quarterly, Springer, vol. 74(3), pages 1589-1617, September.

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