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Purpose The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions. Design/methodology/approach An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model. Findings The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions. Originality/value Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.

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This manuscript examines a quality‐oriented philosophy in a nonprofit context utilizing semi‐structured interviews with nonprofit executive directors. The findings indicate that nonprofit organizations do seek continuous improvement and value a long‐term focus, consistent with for‐profit quality aspirations. However, factors unique to the structure of nonprofit organizations exist and contribute to organizational quality. The interviews converged to highlight five areas that relate to organizational quality in nonprofit organizations: donor relationships, organizational transparency, board member involvement, talent recruitment, and employee commitment. The findings indicate that a quality‐oriented approach to nonprofit governance affects an organization's ability to secure funding and address the mission of the respective organization more efficiently and effectively. Thus, it is suggested that incorporating a quality‐oriented philosophy creates a competitive advantage for nonprofit organizations in an increasingly saturated market.