Managing the transparency paradox of social-media Influencer disclosures: How to improve authenticity and engagement when disclosing influencer-sponsor relationships
Nadia Steils, Annabel Martin, and Jean-François Toti
Companies increasingly collaborate with social-media influencers to promote their products and services.
Steils, Martin, and TotiManagement Slant
- Greater community size first increases and then decreases in relation to
consumer engagement.
- The presence of a disclosure statement inverts the negative impact of community
size on consumer engagement....