Why should nano influencers disclose when they are not sponsored? The impact of impartiality disclosure and influencer type on behavioral intentions

Florence Euzéby (), Sarah Machat () and Juliette Passebois-Ducros ()
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Florence Euzéby: NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université, ULR - La Rochelle Université
Sarah Machat: NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université
Juliette Passebois-Ducros: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: Social media influencers express opinions on products or brands, either through commercial partnerships or in the form of unbiased content, called genuine content. To differentiate between sponsored and genuine content, influencers are increasingly choosing to include an impartiality disclosure: "This post is not sponsored." This study analyzes the combined influence of impartiality disclosure and influencer type on consumer intentions. An online experiment involving 533 participants was conducted. The findings indicate that an impartiality disclosure enhances behavioral intentions by reducing persuasion knowledge activation and increasing influencer credibility. Importantly, the positive impact is more pronounced for nano compared to micro influencers.

Date: 2025-05-15
New Economics Papers: this item is included in nep-exp and nep-mkt
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Published in Journal of Marketing Theory and Practice, 2025, pp.1-20. ⟨10.1080/10696679.2025.2505849⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05577140

DOI: 10.1080/10696679.2025.2505849

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