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Cited by 1Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

Endorsement Rate in Influencer Marketing

Open access
Li, Yijing, Gao, Angela Yi, Gu, Flora F., Leung, Fine F.·2026·Journal of Marketing
DOI 10.1177/00222429261422744
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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 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 arises 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.

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Crossref · 10.1177/00222429261422744

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Research works printed but not linked: 3

  1. Hayes Andrew F. (2013), Introduction to Mediation, Moderation, and Conditional Process Analysis. Guilford Press.
  2. Mowen John C., Brown Stephen W. (1981), “On Explaining and Predicting the Effectiveness of Celebrity Endorsers,” ACR North American Advances, 8 (1), 437–41.
  3. Rao Akshay R., Ruekert Robert W. (1994), “Brand Alliances as Signals of Product Quality,” Sloan Management Review, 36, 87–97.

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Authors
Li, Y., Gao, A. Y., Gu, F. F., & Leung, F. F.
Corresponding author
Gu, Flora F.
ORCID
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2026-01-27
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/00222429261422744
OpenAlex
W7125935315
Semantic Scholar
e51d7bf05ff8208c2785cea0f32fd8d3853a3301
Cited by
1
References
54
Citations by year
2026: 1
FWCI
12.90
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Marketing (publishedVersion, cc-by-nc)
  • PolyU Institutional Research Archive (Hong Kong Polytechnic University) (submittedVersion, cc-by-nc)
Funders
  • RGC General Research Fund (15501822, 15506323)
  • RGC Early Career Scheme Fund (25508220)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
influencer marketing, sponsored posts, customer engagement, brand recognition, influencer selection, U-shaped relationship, social networking sites, Instagram, Douyin, Twitter

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