ABSTRACT Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influencer promotional posts encourages consumers to critically process the advertising message. Thus, this study examines the effects of disclosure types (explicit/implicit/no disclosure), influencer credibility (high low), and brand credibility (high/low) on the effectiveness of Instagram influencer promotional posts. Findings reveal that highly credible brands featured in Instagram posts have a positive impact on message credibility, attitude toward the ad, purchase intention, and eWOM intention. Theoretical and managerial implications are discussed.

中文翻译：

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Instagram上的网红营销：赞助商披露，网红可信度和品牌可信度如何影响Instagram促销信息的有效性

摘要尽管越来越多地将名人影响者用作营销传播工具，但要了解影响者的信誉与品牌信誉如何影响消费者对影响者的促销职位的看法，还有很多工作要做。此外，关于在有影响力的促销员职位上的赞助披露是否鼓励消费者严格处理广告信息的担忧日益增加。因此，本研究考察了披露类型（显式/隐式/不披露），影响者可信度（高/低）和品牌可信度（高/低）对Instagram影响者促销职位有效性的影响。调查结果表明，Instagram帖子中包含的高度可信的品牌对消息的可信度，对广告的态度，购买意愿和eWOM意愿具有积极影响。