Effect of Non-Disclosing Endorser Status in Social Media Marketing Content Toward Consumer Buying Behavior

Businesses have resorted to social media promotions, especially those endorsed or promoted by celebrities or influencers to gain more exposure for their product or service. It is common to find social media promotions in Indonesia, where the popular terms are “influencer”, “endorsement”, and “paid promote”. Despite the large number of social media endorsements, there seems to be no specialized guideline for both the influencers and business actors to look up to in creating their content in Indonesia yet. Many of these promotions even intentionally not disclose the influencer’s status as a paid endorser, leading the audience to believe that the content is indeed their personal recommendation. When this type of promotion doesn’t disclose the influencer’s stance as an endorser, both the business and the influencer may not notice that they have indeed violated the consumer’s rights. Having the right to be informed about the honest potency of a product is one of the essential rights that lays within every consumer. With the false impression projected to the audience, this is detrimental to the audience. Due to the fact that celebrity branding plays a significant role in determining a buyer’s purchasing intention.