Pradhan, Debasis and Kuanr, Abhisek and Anupurba Pahi, Sampa and Akram, Muhammad S (2023) Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology and Marketing, 40 (1). pp. 27-47. DOI https://doi.org/10.1002/mar.21749
Pradhan, Debasis and Kuanr, Abhisek and Anupurba Pahi, Sampa and Akram, Muhammad S (2023) Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology and Marketing, 40 (1). pp. 27-47. DOI https://doi.org/10.1002/mar.21749
Pradhan, Debasis and Kuanr, Abhisek and Anupurba Pahi, Sampa and Akram, Muhammad S (2023) Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology and Marketing, 40 (1). pp. 27-47. DOI https://doi.org/10.1002/mar.21749
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.
Item Type: | Article |
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Uncontrolled Keywords: | anti-consumption; brand avoidance; brand endorsement; influencer avoidance; influencer marketing; influencers; macro influencer; micro influencer |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 02 Nov 2022 12:19 |
Last Modified: | 16 May 2024 21:32 |
URI: | http://repository.essex.ac.uk/id/eprint/33800 |
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Filename: Psychology and Marketing - 2022 - Pradhan - Influencer marketing When and why gen Z consumers avoid influencers and (1).pdf
Licence: Creative Commons: Attribution 3.0