The effect of disclosure on influencer avoidance in influencer ads

As digital advertising continues to inundate consumers throughout their online journey, there has been a significant increase in the adoption of ad blocking programs. This shift has forced brands to explore alternative ways to reach their audiences, such as working with influencers. But seamlessly integrating ads into influencers' content is a challenge, blurring the lines between promotional posts and original content for followers. Regulatory and industry bodies have mandated that influencers disclose ads to address concerns about consumer deception and promote transparency in the influencer marketing ecosystem. However, the consumer behavior that encourages brands to turn to influencer marketing-the use of ad blockers-may be emerging in a new form. When consumers recognize influencer ads, they may avoid the influencer altogether. Despite the prevalence of influencer marketing, there is a noticeable gap in understanding the exact circumstances and motivations behind consumers' tendency to avoid influencers. This study examines whether disclosure type (control: non-disclosure, sponsorship disclosure, and non-sponsorship disclosure) influences consumer avoidance of the influencer in Instagram-based influencer ads through the serial mediation of ad recognition and influencer credibility, and Instagram usage intensity as a moderating variable. The study yielded intriguing findings. Heavy Instagram users were able to identify advertisements even when the influencer had not disclosed them. This led users to penalize the influencers for concealing the truth by reducing their credibility and avoiding them. This nuanced exploration provides valuable insights into the intricate dynamics of influencer marketing and offers a more precise clarification of the factors influencing consumer avoidance behavior.