The Effect of Influencer Sponsorship Disclosure on Consumer Responses: A Systematic Literature Review
Date
2023-12-01
Authors
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Publisher
Saudi Digital Library
Abstract
In recent years, the growth of the influencer marketing industry has increased significantly.
Social media influencers have a strong ability to influence consumer responses as trusted
sources of information and role models. This has encouraged brands to collaborate with
influencers to promote their products. The success of influencers’ sponsorship of brands has
raised concerns about consumer transparency. This prompted regulators to require
influencers to disclose sponsorships in their content. Therefore, researchers have become
more interested in examining the effects of influencer sponsorship disclosure on consumer
responses. This study conducted a systematic literature review and synthesis of 40 articles in
marketing and psychology journals with ratings of 4*, 4 and 3 stars on the Chartered
Association of Business Schools (“ABS list”) to provide a comprehensive understanding of
how influencer sponsorship disclosure affects consumers’ cognitive processes, attitudes and
behaviours It also considered the factors that can mediate this effect, such as the influencer
characteristics, consumer characteristics and advertising characteristics. The results of the
study contribute to the identification of the methodological, theoretical and empirical gaps
that can determine the direction of future research. They also provide business marketers
recommendations for increasing the effectiveness of influencer marketing in light of the
disclosure requirement.
Description
Keywords
Influencer sponsorship, Sponsored content, Influence marketing, Social media marketing, Consumer