Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands

Abstract

Consumer avoidance of brands and influencers is a widespread phenomenon, especially among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when and why Gen Z engages in such avoidance. Our experimental investigation, across four studies, reveals that Gen Z considers brands' control over influencers to be morally irresponsible and, thus, avoids both. We introduce a novel construct, influencer avoidance, and examine its drivers. Study 1 indicates that perceived brand control engenders avoidance; moderation evidence shows that macro (vs. micro) influencers accentuate (attenuate) the influence of brand control on avoidance. Study 2 shows that Gen Z enjoying a strong versus weak relationship with influencers results in lower (higher) avoidance towards influencers and endorsed brands. Study 3 demonstrates that negative moral emotions mediate the relationship between perceived brand control and avoidance behavior. Study 4 generalizes the findings by analyzing a different influencer and endorsed brand and including a prominent advertisement disclosure. By investigating the drivers and mechanisms of Gen Z's avoidance behavior, our research contributes to research on the theory of moral responsibility, Gen Z's influencer avoidance behavior, and anti-consumption literature. This offers key insights into how to prevent acts of consumer retribution towards influencers and brands.

How social media influencer collaborations are perceived by consumers

“…In the context of influencer marketing, research has primarily taken the endorsed brand's perspective, focusing on tactics for using social media influencers as part of the brand's strategy. Thus, extant research makes recommendations, often based on the match‐up hypothesis (Kahle & Homer, 1985) or the source‐credibility model (Ohanian, 1990), regarding fit between the influencer and brand (Breves et al, 2019), brand mention strategies (Hu et al, 2020), content style (Ki & Kim, 2019; Pozharliev et al, 2022), and influencer attributes such as attractiveness (Torres et al, 2019), number of followers (Pozharliev et al, 2022), and the number of accounts the influencer follows (Valsesia et al, 2020). In making such recommendations, the research provides a relatively positive account of the impact of social media influencers on brand outcomes.…”

“…Thus, it is not known whether our results are applicable across different social media platforms such as TikTok or YouTube. Further, recent research also suggests that generational differences may affect consumers' perceptions of influencers (Pradhan et al, 2023). According to Haenlein et al (2020), 60% of Instagram users in the United States are younger than 34, whereas approximately 40% of TikTok users are teenagers between 10 and 19 years old, indicating a significant generation gap between platforms.…”

“…Further, recent research also suggests that generational differences may affect consumers' perceptions of influencers (Pradhan et al, 2023). According to Haenlein et al (2020) existing research suggests that social media cues (Lee, 2021;Li & 2023) as well as firm size and revenues (Shepherd et al, 2015) can act as brand status signals.…”

To be real or not to be real? The effect of genuine (vs. nongenuine) depictions of social media influencers on followers' well‐being and brand purchase intention

“…It remains unclear whether influencers' genuineness has an equal impact on other marketing objectives such as brand visibility, awareness, or brand image. Moreover, according to Pradhan et al (2021), when followers perceive brands as controlling or supervising influencers' content, they tend to avoid the brands and their associated influencers. Future research should investigate whether working with genuine influencers limits perceptions of brand control, decreases avoidance, and benefits both influencers and brands.…”

How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness

“…Actual selfcongruity influences engagement with global brands in both the USA and India. Hence, influencer marketing strategies could be effective because consumers connect with influencers who share their real lives (Pradhan et al, 2022), which aligns with their actual selves. Besides actual self-congruity, we suggest marketers target thriving aspirational segments to enhance ideal self-congruity to stimulate customer engagement.…”