Making and breaking relationships on social media : the impacts of brand and influencer betrayals
Reinikainen, H., Tan, T. M., Luoma-aho, V., & Salo, J. (2021). Making and breaking relationships on social media : the impacts of brand and influencer betrayals. Technological Forecasting and Social Change, 171, Article 120990. https://doi.org/10.1016/j.techfore.2021.120990
Published in
Technological Forecasting and Social ChangeDate
2021Discipline
Digital marketing and CommunicationViestinnän johtaminenDigitaalinen liiketoiminta ja talous (painoala)Basic or discovery scholarshipDigital marketing and CommunicationCorporate CommunicationDigital Business and Economy (focus area)Basic or discovery scholarshipCopyright
© 2021 The Authors. Published by Elsevier Inc.
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purchase intentions toward a brand that the influencer has endorsed. The current research helps in understanding brand and influencer transgressions and highlights the fact that both influencers and brands should have a sense of collaboration responsibility. It also introduces the concept of influencer coolness, understood here as a desirable success factor for social media influencers, which partly explains their desirability and influence, and a feature that can be endangered through both influencer and brand betrayals.
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Elsevier BVISSN Search the Publication Forum
0040-1625Keywords
social media influencers brand betrayal influencer betrayal transgressions parasocial relationships influencer coolness brand attitude brand trust purchase intention uskottavuus maineenhallinta sosiaalinen media vastuu vaikuttaminen ostopäätökset verkkoyhteisöt yhteisvastuu luottamus imago brändit vaikuttajamarkkinointi luotettavuus
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https://converis.jyu.fi/converis/portal/detail/Publication/98902309
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- Kauppakorkeakoulu [1330]
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Research Council of FinlandFunding program(s)
Academy Programme, AoFLicense
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