Leveraging Influencer Relations Professionals for Sponsorship Disclosure in Social Media Influencer Marketing

Abstract

This research investigates the role played by influencer relations professionals—also known as influencer intermediaries—in driving upfront and compliant disclosure of sponsorships in influencer marketing. Using semistructured interviews with 21 influencer relations professionals in Canada, the research identifies how influencer intermediaries can support sponsorship disclosure in three areas: (1) legal contracts and statements of work, (2) formal and informal content vetting processes, and (3) intermediary knowledge transfer. Using Bourdieu’s sociological theory of field as a theoretical lens and analytical tool, the findings identify how these intermediaries have access to forms of social, cultural, and technical capital that can influence best disclosure practices. This research has implications for theory and practice by contributing to research in influencer relations management and by suggesting sponsorship disclosure solutions that emerge directly from the perspectives of influencer relations professionals.

Keywords:

• Compliance
• influencer marketing
• influencer relations
• social media influencer
• sponsorship disclosure

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by Ted Rogers School of Management Research Advancement Grant (PI: Jacobson).