Social Media Influencers' Sponsorship Disclosure Affects Travel Influencer-Social Media User Relationships

Researchers at the Institute of Management Technology have conducted a study to examine the impact of social media influencers' sponsorship disclosure on social media users' behavioral outcomes. The study, published in the Journal of Vacation Marketing, found that explicit sponsorship disclosures about promoting a tourism destination by travel influencers increased influencer and destination avoidance. The researchers also discovered that users' expectancy violation mediated the relationships between sponsorship disclosures and avoidance behaviors.

Key Takeaways:

• The study employed a one-factor, two-condition, and between-subjects experimental design across three studies to examine the effects of social media influencers' sponsorship disclosure on social media users' behavioral outcomes.
• Study 1 found that explicit sponsorship disclosures about promoting a tourism destination by travel influencers increased influencer and destination avoidance.
• Study 2 and Study 3 revalidated the relationships between sponsorship disclosures and avoidance behaviors, using a real influencer in cross-cultural contexts.
• The study concluded that users' expectancy violation mediated the relationships between sponsorship disclosures and avoidance behaviors.
• The research extended the discussion from consumer marketing to the tourism domain by illuminating social media users' negative behavioral outcomes toward travel influencers' brand-paid promotions.
• The study contributed to the field by examining the effect of influencer-destination brand sponsorship, presenting a novel amalgamation of consumer psychology and the tourism domain.

Statistics:

• 3 studies were conducted to examine the effects of social media influencers' sponsorship disclosure on social media users' behavioral outcomes.
• 1 factor, 2 conditions, and a between-subjects experimental design were used across the 3 studies.
• 2 studies (Study 1 and Study 2) used a fictitious influencer, while Study 3 used a real influencer in cross-cultural contexts.

Sources:

• NewsRx. Researchers from Institute of Management Technology Report Findings in Leisure and Travel. Marketing Weekly News. October 25, 2025; p 123.
• Examining the Consequences of Sponsorship Disclosures On Travel Influencer-social Media User Relationships: a Journey of Expectancy Violation. Journal of Vacation Marketing, 2025. Journal of Vacation Marketing can be contacted at: Sage Publications Ltd, 1 Olivers Yard, 55 City Road, London EC1Y 1SP, England.