The Double-Edged Sword of Disclosing INFLUENCER MARKETING

Zeynep Karagür, Jan-Michael Becker, Kristina Klein, and Alexander Edeling investigated how different forms of disclosure on Instagram, along with the characteristics of influencers, affect whether viewers perceive a post as advertising, their trust in the influencer, and their engagement with the post. Their findings offer useful information for policymakers, marketers, and influencers.

Authors

Zeynep Karagür
Alexander Edeling (ORCID: https://orcid.org/0000-0002-1815-6439)
Kristina Klein
Jan-Michael Becker (ORCID: https://orcid.org/0000-0003-3013-3739)

Institutions

Sabancı Üniversitesi (TR)
University of Bremen (DE)
BI Norwegian Business School (NO)
KU Leuven (BE)

Publication Details

Journal: Management and business review.
Published: 2026-08-28
DOI: https://doi.org/10.1177/2694104x261479124
Primary Topic: Digital Marketing and Social Media
Type: article
Field-Weighted Citation Impact: 0.00

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article

The Double-Edged Sword of Disclosing INFLUENCER MARKETING

Zeynep Karagür, Alexander Edeling, Kristina Klein, Jan-Michael Becker

Aug 28, 2026

Management and business review.

Digital Marketing and Social Media

article

The Double-Edged Sword of Disclosing INFLUENCER MARKETING

Zeynep Karagür, Alexander Edeling, Kristina Klein, Jan-Michael Becker

August 28, 2026article en

Abstract

Zeynep Karagür, Jan-Michael Becker, Kristina Klein, and Alexander Edeling investigated how different forms of disclosure on Instagram, along with the characteristics of influencers, affect whether viewers perceive a post as advertising, their trust in the influencer, and their engagement with the post. Their findings offer useful information for policymakers, marketers, and influencers.

Management and business review.Vol. 6(2-3)

Sabancı Üniversitesi (TR), University of Bremen (DE), BI Norwegian Business School (NO), KU Leuven (BE)

Openalex Percentile: Top 4%

Digital Marketing and Social Media

DOI Source OpenAlex

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The Double-Edged Sword of Disclosing INFLUENCER MARKETING — Zeynep Karagür, Alexander Edeling, et al. · Management and business review. (2026) | TGRS Research Map | TGRS