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From Recognition to Manipulation: How Influencers’ Endorsement Rates Affect Engagement

  • GAO, Yi Angela (PI)
  • GU, Flora F. (CoI)
  • LEUNG, Fine (CoI)
  • LI, Yijing (CoI)

Project Details

StatusActive
Effective start/end date1/08/25 → 31/12/26

Funding

  • LU Research Committee: HK$50,000.00

Funding Scheme

  • Faculty Research Grant

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  • 1 Journal Article (refereed)

  • Endorsement Rate in Influencer Marketing

    LI, Y., GAO, A. Y., GU, F. F. & LEUNG, F. F., 27 Jan 2026, (E-pub ahead of print) In: Journal of Marketing.

    Research output: Journal Publications › Journal Article (refereed) › peer-review