Gifted
The impact of influencer gifting strategy in influencer marketing
Bibliographic Data
| ID | 21498256 |
|---|---|
| Authors | Ruoding Wang (0000-0003-4590-2975, Wenzhou University), Eunsoo Kim (0000-0003-1308-6627, Business School, University of Seoul), Eun‐Soo Kim (0000-0001-9332-5653, Business School, University of Seoul, corresponding author), Xinlong Li (0000-0001-7889-9173, Nanyang Business School, Nanyang Technological University) |
| Year | 2025 |
| Volume | 44 |
| Issue | 7 |
| Pages | 1227-1263 |
| Publication date | 2025-10-03 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2025.2548645 |
| OpenAlex | W4413798093 |
| Language | EN |
| Citations received | 6 |
| References cited | 57 |
Influencer gifting strategy, whereby brands provide influencers with their products as gifts, is widely used in influencer marketing. However, there remains a limited understanding of (i) its effect on downstream consumer behaviors such as social media engagement and purchase intention, (ii) how perceptions of influencers’ communal intent and product quality mediate such effects, and (iii) the moderating role of influencer size (i.e. number of followers). Empirical analysis using an Instagram dataset reveals that influencer gifting amplifies social media engagement and the effect was moderated by the influencer size. Two additional online experiments from different categories (beauty and food) show a consistent mediation pathway via perceived communal intent and the mediation was positively moderated by small influencer size. The moderated mediation via perceived product quality was only supported by the experiment from the food category. These findings offer valuable insights for influencers and brand marketers looking to utilize their influencer marketing strategies
Advertising · Business · Influencer marketing · Marketing management · Relationship marketing · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Impact of Technology on Adolescents · Marketing
A Theory of Cognitive Dissonance
Disclosing sponsored Instagram posts
When Attention‐Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
Effects of Price, Brand, and Store Information on Buyers' Product Evaluations
Going Native
No Pain, No Gain
The psychology of interpersonal relations.
Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers
Effects of different sponsorship disclosure message types on consumers’ trust and attitudes
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing
How does persuasion knowledge differ between humanlike virtual influencers and human influencers
The challenge to be different in influencer marketing
Curbing misinformation dissemination in influencer marketing
Under the Influence
David and Goliath
The effects of the standardized instagram disclosure for micro- and meso-influencers
Consumer attitudes toward blogger’s sponsored recommendations and purchase intention
Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being
A Call for Authenticity
Marketing through Instagram influencers
Job Market Signaling
The "What" and "Why" of Goal Pursuits
Exchange and power in social life
Interpersonal attraction in exchange and communal relationships
Gift Giving as Agapic Love
The Persuasion Knowledge Model
Goods Donations Increase Charitable Credit for Low-Warmth Donors
| Citations per year | 6 |
|---|---|
| Citation span | 2025 - 2026 (2) |
| Highly cited | No |