El papel del disclosure en los posts de los influencers en Instagram

Alicia Trelles Villanueva; Miguel Angel Martín-Cárdaba

doi:10.31637/epsir-2025-414

Authors

Alicia Trelles Villanueva Villanueva University https://orcid.org/0000-0003-0479-6918
Miguel Angel Martín-Cárdaba Villanueva University https://orcid.org/0000-0003-3897-2537

DOI:

https://doi.org/10.31637/epsir-2025-414

Keywords:

influecers, disclosure, influencer marketing, advertising, social media, Instagram, influecer marketing regulations, communication effectiveness

Abstract

Introduction: With influencer marketing on the rise, more and more research is paying attention to the different ethical and communicative aspects of this new form of advertising. In particular, many studies have begun to examine the impact of disclosure in sponsored posts. Thus, this research aims to conduct a comprehensive theoretical review of the communicative impact that disclosure has on the recipients of these advertising messages. Methodology: In order to do so, this research has carried out a literature review of the literature published to date on disclosure and its effects. Results: Disclosure helps to protect the audience and to detect the commercial nature of these communications but often has a negative impact on their advertising effectiveness. Discussion: It is necessary to take into account what other variables influence and moderate the impact of disclosure on the perception of the followers. Conclusions: Disclosure is a necessary resource to protect audiences from this type of advertising. More research is needed to understand the most effective way of making it to benefit consumers, influencers and brands.

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Author Biographies

Alicia Trelles Villanueva, Villanueva University

She holds a PhD in Journalism from the Faculty of Information Sciences at the Complutense University of Madrid. She is a professor at Villanueva University and her main research topics are social networks, both their advertising and journalistic use. She is the author of various articles in national and international journals and participates in conferences in these fields.

Miguel Angel Martín-Cárdaba, Villanueva University

Miguel A. Martín Cárdaba holds a European PhD in Communication from the Complutense University of Madrid and is a Senior Lecturer at ANECA. Author of numerous articles in national and international journals, his research focuses on the field of Social Psychology of Communication. Specifically, he focuses on the study of all those communications that have a persuasive purpose (advertising campaigns, political campaigns, social communication campaigns, etc.) and the psychological processes that underlie them.

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