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

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  • Reinikainen, Hanna
  • Tan, Teck Ming
  • Luoma-aho, Vilma
  • Salo, Jari

Abstract

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.

Suggested Citation

  • Reinikainen, Hanna & Tan, Teck Ming & Luoma-aho, Vilma & Salo, Jari, 2021. "Making and breaking relationships on social media: the impacts of brand and influencer betrayals," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
  • Handle: RePEc:eee:tefoso:v:171:y:2021:i:c:s0040162521004224
    DOI: 10.1016/j.techfore.2021.120990
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    References listed on IDEAS

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    5. Anita Cornelia Szakal & Gabriel Brătucu & Eliza Ciobanu & Ioana Bianca Chițu & Ana Alexandra Mocanu & Gheorghe Ialomițianu, 2024. "Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives," Sustainability, MDPI, vol. 16(5), pages 1-27, February.
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    7. Niu, Ben & Mvondo, Gustave Florentin Nkoulou, 2024. "I Am ChatGPT, the ultimate AI Chatbot! Investigating the determinants of users' loyalty and ethical usage concerns of ChatGPT," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
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