Written honesty is the best policy: effects of disclosure explicitness and disclosure modality on brand responses via critical attitudes

Influencer marketing has become an invaluable marketing tool. Integrating commercial messages into the social media posts of ‘influencers’ with a large follower base has become a trending and effective way for advertisers to promote their products. Since viewers may be unaware that the creative content of their favorite influencers on Instagram and YouTube are sponsored by brands, content creators in both Europe and the US are strongly advised to disclose any form of endorsement marketing on their channel (CAP, 2015; Federal Trade Commission, 2013; Stichting Reclame Code, 2014; Word of Mouth Marketing Association, 2013).