Taking Sides: Endorsement Rate in Influencer Marketing
Dr. Yi GAO
Research Assistant Professor
Department of Marketing & International Business
Lingnan University, Hong Kong
Date: 5 November 2025 (Wednesday)
Time: 15:30-17:00
Venue: E22-G015
Host: Prof. Esther LIU, Assistant Professor in Marketing
Abstract
Influencer marketing has emerged as a prevalent marketing strategy for firms seeking to engage target customers, with significant research identifying various criteria for influencer selection. However, the role of endorsement rate—the proportion of an influencer’s brand-sponsored posts relative to their total social media posts—remains underexplored. This study addresses this gap by investigating how influencers’ endorsement rates affect the effectiveness of their subsequent sponsored posts. Using a robust multimethod approach, including two field studies and two controlled experiments across diverse platform contexts (e.g., Instagram, Twitter, Douyin), the findings reveal a consistent U-shaped relationship between endorsement rate and consumer engagement with sponsored posts. This pattern appears to arise from the interplay of two countervailing forces: a higher endorsement rate enhances the influencer’s perceived brand recognition, yet it simultaneously raises audience suspicion of manipulative intent. Notably, organic product mentions and consistent brand endorsements can attenuate the impact of endorsement rates on consumer engagement. Beyond advancing research in influencer marketing and brand endorsements, these findings offer marketers a valuable framework for evaluating influencers and making more informed selections.
Speaker
Dr. Yi GAO is a Research Assistant Professor at Lingnan University, Hong Kong. Her research focuses on influencer marketing and livestream commerce, using multi-method approaches. She has published in Industrial Marketing Management and has two late-round R&Rs at the Journal of Marketing.
All are welcome!
