Too many paid sponsorships on Instagram can lead to higher levels of consumer skepticism, affecting brand attitude and purchase intention.

That's according to a study in the Journal of Advertising Research, which also found these negative effects to be short-lived and likely to dissipate with time. 

Why it matters

Brands increasingly partner with social media influencers to reach new communities online and to target young, engaged audiences. But users expect and want authenticity. Moreover, many consumers have become jaded about marketing techniques used to sell products online. 

To tap into the power of social media influencers, brands should proceed with...