Consumers’ Gendered Responses to Influencer Marketing: A Research Synthesis

Abstract

This review distills consumers’ responses to influencer advertising based on their gender. There is a growing literature on influencer marketing, but there is no systematization of the findings related to gender, although this variable is pivotal in shaping consumers’ attitudes. To cover this gap, a mapping literature review which uses a thematic approach was undertaken. The literature search in Scopus and Web of Science returned 18 studies published between 2011 and May 2022, which were eligible as they offer empirical confirmation regarding the gendered outcomes of influencer marketing. All studies focus on consumers with cisgender identities. Descriptive data concerning the main findings about gender, the proximal source, and product/service categories were extracted. The results are synthesized in factors associated with (i) female consumers, (ii) male consumers, and (iii) cross-gender patterns. They reveal the importance of gender congruity amongst female consumers and the link between a positive attitude towards the endorser and persuasive message receptivity. Male consumers’ responsiveness displays a less predictable sequence, as it is enhanced to a higher degree by the persuasive message per se. The findings suggest that in matters of susceptibility to influencer advertising, the gender difference hypothesis holds the upper hand by comparison to the gender convergence in regard to consumers’ attitudes.