Purpose The purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content. Design/methodology/approach An experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers’ responses to a product-review video by a YouTube influencer. Findings The paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure. Research limitations/implications The hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms. Practical implications This empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers. Originality/value The study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure.

中文翻译：

---

有影响力的营销

目的本文的目的是调查社交媒体影响者（SMI）在赞助内容中某种形式的赞助免责声明的影响，即赞助补偿理由披露。赞助补偿理由披露通过提供规范性的理由来证明赞助者内容的存在和传播是合理的，从而解释了影响者和品牌为何参与赞助合作。设计/方法/方法实验设计用于比较影响者或赞助品牌做出的赞助补偿理由披露，简单的赞助披露和无披露控制职位对消费者对产品的反应的影响，查看YouTube影响者的视频。调查结果本文提供了经验证据，与简单的赞助商披露相比，赞助商赔偿辩护产生了更积极的消费者态度，使他们对获得赞助商赔偿的影响者产生积极态度，并增加了来源和信息的可信度。研究局限性/含义在一个YouTube视频上测试了这些假设，该视频由一个产品类别，一个SMI和一个社交媒体平台组成。进一步的研究可能会将实验复制到不同的产品类别和不同的社交媒体平台上。实际意义该实证研究可以为品牌传播经理和影响者提供有关如何交流和设计赞助商披露，以达到消费者期望的回应的重要信息。