#5305. Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness

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:
The importance of social media for advertising and marketing has brought growing interest and investment into sponsored influencers. However, much is unknown about the effectiveness of influencers, including the mechanisms by which these online personalities build and maintain authentic image. This study examines two important elements, influencers’ self-disclosures (present vs. not present) and message sidedness (one-sided vs. two-sided), to explain the effectiveness of influencer marketing.
Keywords:
influencer credibility; influencer marketing; message sidedness; self-disclosure; sponsorship

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