Making and breaking relationships on social media: the impacts of brand and influencer betrayals

Reinikainen, Hanna; Tan, Teck Ming; Luoma‐aho, Vilma; Salo, Jari

doi:10.1016/j.techfore.2021.120990

Cited by 48 publications

(31 citation statements)

References 61 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Gen Z considers influencers to be their peers, who give their honest opinions (Reinikainen et al, 2021) rather than acting as the voices of commercialization; thus, influencers are seen as the antithesis of hegemonic brands, which Gen Z views as opportunistic (Fournier & Avery, 2011). However, when Gen Z perceives influencers as being controlled by brands, they consider them to be acts of moral transgression by influencers (Cocker et al, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

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

Pradhan

Kuanr

Pahi

et al. 2022

Psychology and Marketing

View full text Add to dashboard Cite

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.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

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

Pradhan

Kuanr

Pahi

et al. 2022

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Upaya persiapan yang dilakukan oleh Brand Ortuseight untuk melakukan briefing awal dengan sport brand ambassadornya sesuai dengan penelitian yang dilakukan oleh Reinikainen, Tan, Luoma-aho, dan Salo (2021) yang menyatakan bahwa antara brand dan influencer-nya harus memiliki kesamaan rasa untuk sama-sama bertanggung jawab dalam kolaborasi (Reinikainen et al, 2021).…”

Section: Rizky Ridho Sebagai Sport Brand Ambassador Ortuseightunclassified

Aktivitas Digital Public Relations Dalam Akun Instagram @Ortuseight

Rona

Sufa²,

Ratnasari³

2022

Jurnal Ilmiah Fakultas Ilmu Komunikasi

View full text Add to dashboard Cite

Penelitian ini bertujuan untuk mengetahui aktivitas Digital Public Relations dalam akun Instagram Ortuseight serta melakukan evaluasi. Metode penelitian yang digunakan adalah kualitatif, dengan teknik pengumpulan data wawancara, observasi, dan studi pustaka. Aktivitas Digital PR sebagai aktivitas dari praktisi PR agar mampu menyajikan pesan yang mampu membantu branding dari Ortuseight. Agar akun ini tidak terlihat terlalu memasarkan produk, caption yang menyertai gambar dibuat dengan gaya storytelling. Dalam membangun media sosial akun Instagram Ortuseight, penggunaan SEO dan Instagram ads. Menjadikan atlet profesional sebagai sport brand ambassador dengan mempertimbangkan kredibilitas atlet. Rizky Ridho telah menjalankan perannya sebagai Brand Ambassador Ortuseight dengan baik. Kedepannya perlu adanya evaluasi dari efektivitas platform Instagram Ortuseight. Ortuseight perlu mempertimbangkan penggunaan platform TikTok. Ortuseight perlu meningkatkan interaksi dengan lebih banyak membuat konten interaktif.

show abstract

“…While an influencer transgression would negatively affect the A brand, transgression would negatively impact the endorsing influencer's awesomeness and parasocial relationships with their followers and the endorsed product's mindset, trust, as well as purchase intent.. [34]. SMI messages are perceived as attempts by brands to persuade consumers.…”

Section: The Dark Sides Of Social Mediamentioning

confidence: 99%

“…The academic performance of university students can be negatively impacted by both technological stress and exhaustion [38]. [21], [34], [35] [39], [36], [32], [37], [38],…”

Section: The Dark Sides Of Social Mediamentioning

confidence: 99%

Psychological effects of Social Media on Real Life

Semma¹

2022

IJIP

View full text Add to dashboard Cite

Social media nowadays is part of our daily lives. A social media celebrity is used as a trend setter. In this research, we focused on finding the both favorable and adverse effects of social media on real life. The systematic review is used to find these studies’ purposes. We looked for journal articles published between 2017 and 2022. that studied the effect of social media on real life. We focused on empirical studies, positive impacts and its negative impacts’ countermeasures. After that, we analyze and examine what Indonesia currently has in technology and human resources to determine the readiness to adopt the relevant solutions. The result of This research aims to give an overview. of empirical studies of the both favorable and adverse effects of social media and their countermeasures.

show abstract

Making and breaking relationships on social media: the impacts of brand and influencer betrayals

Cited by 48 publications

References 61 publications

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

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

Aktivitas Digital Public Relations Dalam Akun Instagram @Ortuseight

Psychological effects of Social Media on Real Life

Contact Info

Product

Resources

About