earticle

영어

This study explores the impact of sponsorship disclosure, non-disclosure, and the ad-detection of non-disclosed sponsorship by the followers on travel influencer credibility, focusing on trustworthiness, expertise, and attractiveness, and how these factors affect followers’ desire to mimic and visit intention. Using an experimental design, the study examines three different conditions i.e. a post by influencer that that is properly tagged with sponsorship (#ad), a post where the sponsorship is not disclosed, and a third post where the sponsorship is not disclosed, but the followers detect the sponsorship through outside means. Guided by the Persuasion Knowledge Model and Social Learning Theory, the study will recruit over 100 participants per condition to view Instagram-style travel posts varying in sponsorship transparency (e.g., posts labeled #sponsored vs. non-labeled). Our study will examine how followers react to influencers when followers feel deception in terms of sponsorship of influencers. The impact of sponsorship (vs non-sponsorship) will be different for familiarity with the influencers so we will take familiarity as a moderator. By investigating the relationships between sponsorship transparency (vs non-transparency), influencer credibility, and behavioral outcomes, this research aims to provide insights into how audiences perceive and respond to explicitly-mentioned commercial content from travel influencers. The findings are expected to guide influencers and brands in adopting ethical practices that balance regulatory compliance with audience trust. This study will have implications for influencers, marketers, and tourism organizations, and contributes to discussions on influencer credibility, consumer awareness, and destination marketing in the digital age.