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Why should nano influencers disclose when they are not sponsored? The impact of impartiality disclosure and influencer type on behavioral intentions

Author

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  • Florence Euzéby

    (NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université, ULR - La Rochelle Université)

  • Sarah Machat

    (NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université)

  • Juliette Passebois-Ducros

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

Social media influencers express opinions on products or brands, either through commercial partnerships or in the form of unbiased content, called genuine content. To differentiate between sponsored and genuine content, influencers are increasingly choosing to include an impartiality disclosure: "This post is not sponsored." This study analyzes the combined influence of impartiality disclosure and influencer type on consumer intentions. An online experiment involving 533 participants was conducted. The findings indicate that an impartiality disclosure enhances behavioral intentions by reducing persuasion knowledge activation and increasing influencer credibility. Importantly, the positive impact is more pronounced for nano compared to micro influencers.

Suggested Citation

  • Florence Euzéby & Sarah Machat & Juliette Passebois-Ducros, 2025. "Why should nano influencers disclose when they are not sponsored? The impact of impartiality disclosure and influencer type on behavioral intentions," Post-Print hal-05577140, HAL.
    • Handle: RePEc:hal:journl:hal-05577140
    DOI: 10.1080/10696679.2025.2505849
    Note: View the original document on HAL open archive server: https://hal.science/hal-05577140v1
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