1. Introduction

The chapter discusses the meteoric rise of social media influencers (SMIs) and their significant impact on advertising strategies. With 4.62 billion daily users in 2022, social media has become a critical platform for brands to reach consumers. The lack of transparency in sponsored content, particularly the absence of advertising disclosures, has eroded consumer trust. Despite regulatory guidelines, SMIs often fail to disclose sponsored posts appropriately. This has led to a phenomenon where consumers suspect sponsorship even when it is not disclosed. The chapter also introduces the concept of 'impartiality disclosure', where SMIs explicitly state that their content is not sponsored, further complicating the landscape. The need for further research into the mechanisms behind SMI brand communications is emphasized, highlighting the evolving dynamics of influencer marketing and its implications for both brands and consumers.