Factors affecting the inference of manipulative intent in influencer marketing

Abstract

Inference of manipulative intent poses major challenges in the context of influencer marketing. This study aims to propose and empirically test a model to elucidate the various factors that influence followers' perceptions of manipulative intent. The study analyzed data from 188 participants using structural equation modeling, and the findings indicated that only two variables were effective in managing the perception of manipulation. These include the sense of gratitude and the balance between commercial and non-commercial contents. Interestingly, effective narrative-product integration and sense of humor did not prove to be influential variables. Despite being overlooked in prior research, this study provides insights into influencers' abilities to effectively manage followers’ perceptions of manipulative intent. The findings of this study have practical implications for both influencers and advertising companies.