EXPLORING THE IMPACT OF SPONSORSHIP DISCLOSURE ON CONSUMER PURCHASE INTENTIONS IN SOCIAL MEDIA MARKETING

Influencer marketing has blurred the lines between organic and editorial content, making it challenging for users to identify persuasive efforts in endorsements. The disclosure dilemma extends beyond ethical considerations, impacting strategies, performance, and the purchase intention index for brands and influencers seeking more effective endorsements. Understanding consumer behavior and attitudes toward advertising is pivotal for crafting marketing strategies and driving sales. This study seeks insights into the factors influencing purchase intention, including sponsored content presentation, advertising recognition, consumer attitudes, and the role of the product-influencer match-up. Employing a quantitative approach through an online questionnaire, the study explored data from active followers of social media influencers on Instagram and TikTok. The findings reveal that a standardized disclosure enhances ad recognition, and consequently influence consumers positive attitudes towards the ad. The congruence between the product and influencer contributes to improved attitudes towards the ad and indirect purchase intention.