#sponsored : The impact of persuasion disclosure types on Instagram on consumers’ persuasion knowledge and brand evaluation as moderated by selfcontrol

Consumers are exposed to advertisements and persuasion attempts in their media use, increasingly via social media. Social media are often consumed for relaxation and to pass the time, contexts in which consumers can become less attentive to what they are viewing, a circumstance which is also called a state of low self-control. In this state, consumers are often not able to recognize persuasive intent. Guidelines on disclosing sponsored content on Instagram are recent and few. The practice of influencer marketing has widely been criticized due to the practice of incorrectly disclosing paid partnerships with brands. Sponsorship disclosure should indicate commercial intent in order that consumers can be informed and either resist persuasion or engage with it.