Under review

The transparency tax.

International Journal of Advertising · Taylor & Francis

Saxena, P., & Prahl, A. (manuscript under review). The transparency tax on virtual influencer engagement. International Journal of Advertising.

An AI-disclosed persona prompting audience attention and closer scrutiny

What disclosure changed

In an observational analysis of 1,531 Instagram posts, AI disclosure was associated with 19.2 per cent higher engagement. The manuscript also reports lower felt authenticity where disclosure became unusually prominent.

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