Influencer has been one of the popular marketing tools in the age of digital. Influencer will try to blend the product into the flow of the content to avoid breaking the attention and reducing engagement harm. This course of action brings trouble to the audience that they cannot clearly realize that they are actually watching an advertisement. Rules and policies have been posed to control this issue. This paper brings different aspect of sponsorship disclosure into consideration; specifically, disclosure format, sponsorship frequency. The effect of those on influencer credibility through ad intrusiveness and sponsorship transparency is examined in the context of video on social media. Results from experimental design (N=267) shows that while disclosure format has neither significant influence on ad intrusiveness nor sponsorship transparency, sponsorship frequency does. Moreover, ad intrusiveness has an opposite effect on influencer credibility since it is harmful to credibility compared to sponsorship transparency.

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