Influencer marketing on social media in Palopo City: How sponsorship disclosure, influencer credibility, and MSME reputation influence promotional effectiveness

Influencer marketing on social media has gained widespread
attention for its ability to enhance promotional effectiveness by
leveraging the authenticity and credibility of influencers. However,
concerns about transparency, especially related to sponsorship
disclosures, along with the credibility of influencers and businesses—
particularly micro, small, and medium enterprises (MSMEs)—require
deeper investigation, especially in emerging local markets.