“What effects the negative reputation of influencers caused by their actions produce on the brand image, perceived by potential customers, during an influencer-brand collaboration?”
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Jadczuk_43461600_2022.pdf
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- Influencer marketing is a new, powerful method used by companies to promote their products or services. A great number of marketers spent the most of their advertising budget on influencers since they facilitate the reach of the targeted segment by companies, increase the sales and improve the brand image. However, studies on influencers and their impact on brand and more precisely on the brand image are limited. Moreover, most of them study the positive impact of influencers on the brand image. Thus, the objective of his study is to understand the impact of the negative attitude towards influencers caused by their actions on the brand image, perceived by potential customers, during an influencer-brand collaboration. The analysis of this research showed through quantitative research that the negative actions made by influencers can impact their reputation and the perception of the brand image of an endorsed brand. Indeed, the negative beliefs and behaviors of influencers, who endorse a brand, can negatively impact the attitude of potential customers towards those influencers and can negatively impact their perception of the brand image of a company that keeps working with these influencers. Moreover, a one-time scandal made by an influencer who has always had a good reputation will also negatively impact the attitude towards the influencer, as well as the perception of the brand image. On the contrary, negative actions directly linked to the brand, such as an influencer giving negative feedbacks about a product or an influencer being seen with a competing brand product, wouldn’t significantly impact the attitude towards the influencer, nor the perception of the brand image.