 Factors affecting the inference of manipulative intent in influencer marketingAbdallah Alsaad and Manaf Al-Okaily Technology in Society, 2025, vol. 81, issue C 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. Keywords: Influencer marketing; Manipulation intent; Narrative-product integration; Gratitude; Humor; Balancing commercial and non-commercial contents (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:81:y:2025:i:c:s0160791x25000661 DOI: 10.1016/j.techsoc.2025.102876 Access Statistics for this article Technology in Society is currently edited by Charla Griffy-Brown More articles in Technology in Society from Elsevier |
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