To share or not to share: When is influencer self-disclosure perceived as appropriate?

Influencers' personal stories on social media can shape consumer behavior. Yet little is known about how intimacy, valence, and topic of self-disclosure affect perceptions of credibility. In two studies, results reveal that intimate (vs. non-intimate) self-disclosure reduces perceived message appropriateness and influencer credibility, while positive (vs. negative) self-disclosure enhances it. Furthermore, the effect of positive intimate self-disclosure on appropriateness is stronger for topics related to mental health (vs. relationships). This research broadens the theoretical understanding of how consumers perceive influencer credibility by analyzing various dimensions of self-disclosure, providing practical insights for integrating self-disclosure into social media recommendations.