#5304. Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Communication;
Marketing;
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Abstract:
While influencer marketing is gaining importance as a social media advertising strategy and guidelines require influencers to disclose the practice, it is still unclear whether Instagram users recognize and understand this type of advertising. This study aims to gain insights into the level of persuasion knowledge of influencer marketing on Instagram, and which cues Instagram users use to identify influencer marketing.
Keywords:
disclosure; eye tracking; Influencer marketing; influencer type; Instagram; persuasion knowledge; social media marketing

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