When Social Media Influencer Endorsement Backfires
Unpacking Fallout From Explicit Endorsements Across Brand Equity Levels
Bibliographic Data
| ID | 21652878 |
|---|---|
| Authors | Bobbie Rathjens (0000-0001-6191-0057, Michigan State University), Aili Wu (0000-0003-3794-4892, University of Central Florida, corresponding author), Lu Zhang (0000-0002-8855-8492, Michigan State University), Wei Wei (0000-0003-1852-2811, University of Central Florida) |
| Year | 2024 |
| Volume | 48 |
| Issue | 8 |
| Pages | 1467-1480 |
| Publication date | 2024-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Hospitality & Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1096-3480 • E-ISSN: 1557-7554 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/10963480231223150 |
| OpenAlex | W4391670899 |
| Language | EN |
| Citations received | 3 |
| References cited | 41 |
By applying the two-step flow theory, this research examines if the level of brand equity impacts consumers’ attitudes toward social media influencers and consumers’ visit intention, and if influencers’ recommendation type plays a moderating role in the process. This research employs a scenario-based experimental design. Study 1 examines the main effect of brand equity on consumers’ attitudes toward the influencer and consumers’ visit intention. Results demonstrated that high brand equity enhances consumers’ positive attitudes toward the influencer and visit intention. Study 2 examines the moderating effect of recommendation type on consumers’ attitudes and visit intention. Findings revealed that while explicit recommendations of high-equity brands yield higher visit intention and attitudes towards the influencer, explicit recommendations of low-equity brands backfire, resulting in lower attitudes toward the influencer. Additionally, trust emerges as a significant mediator when recommendations are explicit rather than implicit. When the recommendation is implicit, there is no (indirect) effect
Advertising · Brand equity · Business · Influencer marketing · Marketing management · Political science · Relationship marketing · Social media · Unpacking · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology · Social Psychology · Marketing
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
The effectiveness of celebrity endorsements
Developing and validating a multidimensional consumer-based brand equity scale
The Perceived Fit between Instagram Influencers and the Endorsed Brand
Celebrity endorsements
Brand Equity as a Signaling Phenomenon
The commercialization of social media stars
When social media influencers endorse brands
Social media influencer marketing
Effects of Environmentally Friendly Perceptions on Customers' Intentions to Visit Environmentally Friendly Restaurants
The People's Choice
| Unique citing works | 3 |
|---|---|
| Citations per year | 3 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |