Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Understanding influencer credibility and online advertising explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible growth of through platforms using micro-influencers, compared to former trend celebrities creating brand awareness with purpose reach many customers influence their buying decisions. The aim this study examine how disclosure (displayed/not displayed) affects credibility, while type (celebrity/micro-influencer) as a moderator variable underlying relationship. Further, paper investigates whether mediates relationship between intention. questionnaire was designed data were collected from 364 respondents convenience sampling method on student population one Croatian university. Regression analysis performed test set hypothesis SPSS PROCESS approach independent sample t-test. findings show: (1) displayed status increases influencers’ (2) not moderated by type. Moreover, (3) has positive significant intention, (4) mediated awareness. Research results indicate importance marketing, since created increased significantly intention participants.