Managing the transparency paradox of social-media Influencer disclosures: How to improve authenticity and engagement when disclosing influencer-sponsor relationships

Companies increasingly collaborate with social-media influencers to promote their products and services.
Steils, Martin, and Toti

Management Slant

  • Greater community size first increases and then decreases in relation to consumer engagement.
  • The presence of a disclosure statement inverts the negative impact of community size on consumer engagement....