SYSTEMATIC LITERATURE REVIEW: PERSUASION KNOWLEDGE, SPONSORSHIP DISCLOSURE, DAN SKEPTISISME KONSUMEN PADA PLATFORM DIGITAL 2014–2024

Abstract

Background: The exponential growth of influencer marketing practices across contemporary digital platforms raises critical questions regarding the extent to which sponsorship disclosure can effectively shape consumers' persuasion knowledge and trigger skepticism toward sponsored content. The persistent inconsistency of empirical findings across existing literature provides strong justification for a more systematic and comprehensive synthesis. Objective: This study aims to map the developmental trajectory of research, identify key moderating factors, and articulate remaining research gaps concerning these three core constructs over the period 2014–2024. Method: The review was conducted following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, with literature searches performed across Scopus, Web of Science, Google Scholar, and EBSCO databases. From a total of 309 identified articles, 11 Scopus-indexed studies met the inclusion criteria and were thematically synthesized. Results: The synthesis reveals that the effects of sponsorship disclosure on consumers' cognitive and affective responses are paradoxical in nature, conditioned by moderators including compensation type, disclosure format, need for cognition, age, education level, and digital platform type. Persuasion knowledge varies considerably across audience segments, yielding four distinct consumer clusters with differing levels of critical awareness. Conclusion: Transparent digital marketing communication must be designed contextually, adaptively, and in an audience-segmented manner to simultaneously optimize consumer trust and minimize persuasive resistance.