Singh, J, Crisafulli, B, Quamina, L. and Xue, M 2020. 'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis . Journal of Business Research. 119, pp. 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039
| Title | 'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis |
|---|---|
| Type | Journal article |
| Authors | Singh, J, Crisafulli, B, Quamina, L. and Xue, M |
| Abstract | Corporates often partner with social media influencers to bolster brand image after crises. Although existing evidence suggests that influencers have a largely positive effect on brands, yet there is paucity of research on the role of influencers in corporate crisis communications. Across two studies, we examine the impact of influencers on consumers’ perception of corporate brand in crisis. Drawing on persuasion knowledge theory, we identify pitfalls associated with influencers, such as inferences of manipulative intent, which negatively affect perceived trustworthiness and corporate reputation. The downside of engaging influencers in crisis communications can, however, be offset by influencer and the brand communicating values-driven motives of their partnership. Our findings imply that corporate brands should respond to crises through a bolstering strategy that promotes existing corporate goodwill, without influencer’s involvement. When leveraging on influencers’ support, however, brands should endeavor to inoculate manipulative inferences by communicating the values-driven motives behind the brand-influencer partnership. |
| Keywords | Corporate reputation |
| Corporate brand crisis | |
| Influencer marketing | |
| Persuasion knowledge | |
| Crisis communications | |
| Experiment | |
| Journal | Journal of Business Research |
| Journal citation | 119, pp. 464-480 |
| ISSN | 0148-2963 |
| Year | 2020 |
| Publisher | Elsevier |
| Accepted author manuscript | License CC BY-NC-ND 4.0 File Access Level Open (open metadata and files) |
| Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2020.03.039 |
| Publication dates | |
| Published online | 13 Apr 2020 |