Abstract

As social media continues to play an increasingly prominent role in people’s daily lives, numerous brands leverage sponsored content on these platforms to garner attention and attract potential consumers. In this research, I focus on understanding how the background complexity of images used in social media posts can influence both social media engagement and purchase intentions. In a first study, I investigate the potential moderating role of influencer type on the impact of background complexity on social media engagement, as well as purchase intentions. In a second study, I analyze whether sponsorship disclosure plays a moderating role in this interaction. The findings revealed that background complexity did not significantly impact social media engagement or purchase intentions. Furthermore, influencer type and sponsorship disclosure did not have a significant influence on these outcomes. Despite this, my research still offers valuable insights and avenues for future research. Specifically, this research suggests various practical implications for brands and marketers when crafting sponsored content for social media platforms. It also sheds a light on the roles of background complexity, influencer type, and sponsorship disclosure in shaping individuals’ social media engagement and purchase intentions.