...Pengyi Shen; Xuan Nie; Congcong Tong Purpose Despite sponsorship disclosure regulations, many influencers circumvent regulations by posting hidden advertising in covert formats. However, the impact of influencer hidden advertising sponsorship disclosure (IHASD) on brand attitudes is complex...

... payment from the brand. Originality/value This research advances understanding of sponsorship disclosure and provides a way to manage its impact on message persuasiveness. Sponsorship disclosure Perceived diagnosticity Order effect Influencer marketing To clarify, for example, a beauty...