...-product congruence, less is known about how communication format and sponsorship disclosure jointly shape consumer responses. This study examines how influencer-product congruence influences consumers' purchase intentions through perceived altruistic motivation and how this relationship is moderated...

...Yi Bu; Joy Parkinson; Park Thaichon Purpose This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing. Design/methodology/approach This study explores audience value co-creation behaviour...