The role of gender in influencer marketing : A study on the effects of advertising disclosures and source gender in influencer marketing on Instagram

Influencer marketing is a type of native advertising where companies work together with social media influencers to promote their brands or products. Advertising disclosures are used to label sponsored content by stating the commercial intention. The current study aims to answer to what extent the location and phrasing of these disclosures impact advertisement recognition, brand attitude, and purchase intention. Moreover, this study provides a rare insight into the effects of source gender on source credibility in influencer marketing. The setting of the research is the promotion of a gaming peripheral by a social media gaming influencer on Instagram.