Tactical Approaches to Disclose Influencers’ Advertising Partners

Abstract

This study analyzes the decision-making process of digital influencers pertaining to the promotion of monetary partnerships. We undertook fifteen interviews with Instagram influencers from different lifestyle orientations and business profiles. The content analysis allowed us to identify four determinant dimensions of decision process shaping the influencers relationship with their followers. Specifically, once the brand marketers give incentives to the influencers, they decide what, when, and how to communicate their followers the motivation behind the initiative to show/promote that brand. Such tactical decision process to disclose the nature of the partnership depends not only on the type of compensation but also on the influencer’s criteria. We look at the justifications, arguments to frame such decision/behavior. The practical, ethical, and theoretical implications will be discussed.