A1 Journal article (refereed)
Making and breaking relationships on social media : the impacts of brand and influencer betrayals (2021)
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
JYU authors or editors
Publication details
All authors or editors: Reinikainen, Hanna; Tan, Teck Ming; Luoma-aho, Vilma; Salo, Jari
Journal or series: Technological Forecasting and Social Change
ISSN: 0040-1625
eISSN: 1873-5509
Publication year: 2021
Volume: 171
Article number: 120990
Publisher: Elsevier BV
Publication country: United States
Publication language: English
DOI: https://doi.org/10.1016/j.techfore.2021.120990
Publication open access: Openly available
Publication channel open access: Partially open access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/76996
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.
Keywords: social media; influencing; influencer marketing; brands; image (profile); trust; reliability (general); liability; joint responsibility; credibility; purchase decisions; online communities; reputation management
Free keywords: social media influencers; brand betrayal; influencer betrayal; transgressions; parasocial relationships; influencer coolness; brand attitude; brand trust; purchase intention
Contributing organizations
Related projects
- #Agents - Young People’s Ambivalent Agency in Social Media
- Luoma-aho, Vilma
- Research Council of Finland
Ministry reporting: Yes
Reporting Year: 2021
JUFO rating: 3