Revealing the hidden: The effect of advertisement disclosure on heavy and light Instagram users’ influencer avoidance

This study examines how disclosure types in Instagram influencer advertising influence influencer avoidance through ad recognition and influencer credibility, while considering Instagram usage intensity as a moderating factor. Based on data from 165 students, the findings show that heavy Instagram users were more likely to detect undisclosed advertising, reduce influencer credibility, and engage in avoidance behavior. The study provides insights into the factors shaping consumer responses to influencer marketing.

Recommended citation: Yahya, A., & Çınar, N. (2024). Revealing the hidden: The effect of advertisement disclosure on heavy and light Instagram users’ influencer avoidance. Journal of Marketing Communications, 1–29.
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