The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency

TLDR

Instagram influencer marketing is rapidly expanding, prompting urgent research into how influencer advertising affects brand promotion and consumer outcomes. This study tests a conceptual model examining how influencer–product congruence and disclosure prominence influence ad recognition, sponsorship transparency, and influencer‑related outcomes. The authors analyze how ad recognition and sponsorship transparency mediate the relationship between influencer–product congruence and outcomes. Results show that higher influencer–product fit boosts attitude, credibility, and follower intent, while prominent disclosure increases perceived transparency, especially when congruence obscures genuine endorsement.

Abstract

Many brands are now working on Instagram to promote, showcase their products and services, and benefit from the potentialities of Influencer Marketing. A detailed investigation of the effects of Instagram influencer advertising on the influencer-related outcomes is thus becoming urgent. The present study addresses a conceptual model in which the fit influencer–product congruence and the role of a more prominent disclosure are explored with respect to ad recognition, sponsorship transparency and influencer-related outcomes. Findings from a 2 (disclosure prominence: high vs. low) × 2 (influencer-product congruence: high vs. low) between participants experimental design first show a positive effect of influencer product fit on attitude, credibility and continuance intention to follow the influencer. Moreover, a prominent disclosure enhances users’ perceived sponsorship transparency when the higher congruence makes it harder to discern a genuine endorsement from a sponsored one. Finally, we disentangle the mediating effects of ad recognition and sponsorship transparency between influencer–product congruence and the influencer-related outcomes.