91九色

时间：2025年12月26日（北京时间）上午10:30 - 12:00

地点：财经科学馆317

主持人：赵丹阳博士

讲座主题：Endorsement Rate in Influencer Marketing

摘要：

Influencer marketing has emerged as a prevalent marketing strategy for firms seeking to engagetarget customers, with significant research identifying various criteria for influencer selection.However, the role of endorsement rate—the proportion of an influencer’s brand-sponsored postsrelative to their total social media posts—remains underexplored. This study addresses this gapby investigating how influencers’ endorsement rates affect the effectiveness of their subsequentsponsored posts. Using a robust multimethod approach, including two field studies and twocontrolled experiments across diverse platform contexts (e.g., Instagram, Twitter, Douyin), thefindings reveal a consistent U-shaped relationship between endorsement rate and consumerengagement with sponsored posts. This pattern appears to arise from the interplay of twocountervailing forces: a higher endorsement rate enhances the influencer’s perceived brandrecognition, yet it simultaneously raises audience suspicion of manipulative intent. Notably,organic product mentions and consistent brand endorsements can attenuate the impact ofendorsement rates on consumer engagement. Beyond advancing research in influencer marketingand brand endorsements, these findings offer marketers a valuable framework for evaluatinginfluencers and making more informed selections.

主讲人介绍：Prof. Flora F. Gu, Department of Management and Marketing, Faculty of Business, Hong Kong Polytechnic University

Prof. Flora Fang Gu is a Professor of Marketing, Associate Department Head (Knowledge Transfer), and Director of the Asian Centre of Branding & Marketing (ACBM) at the Faculty of Business, Hong Kong Polytechnic University. She received her PhD in Marketing from the University of Hong Kong and her bachelor’s degree in International Business from Fudan University.

Prof. Gu is a leading scholar in marketing strategy and B2B marketing, with expertise in inter-organizational relationships, digital and influencer marketing, and sales and channel management. Her research has been published extensively in leading marketing journals, including the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Industrial Marketing Management, and Journal of Business Research. She has served as Principal Investigator or Co-Investigator on multiple competitive research projects funded by the Hong Kong Research Grants Council, including several General Research Fund (GRF). Prof. Gu currently serves on the Editorial Review Boards of several top marketing journals, including JM, JAMS, IMM, and JBR, and is an Associate Editor of the Australasian Marketing Journal.