Consumers’ Reponses To Social Media Influencers: Effect Of Dissatisfaction In The Context Of Serial Recommenders

Claeys, Pauline;Charry, Karine
(2019) , 14 pages

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In the era of social media, many users generate contents and share opinions on brands with many other consumers. Some have managed to develop a strong influence on their followers and become ‘serial influencers’, or ‘social media influencers’, recommending products from many different brands. This paper studies followers’ responses to subsequent recommendations after experiencing dissatisfaction with a recommended product of an unrelated brand. A first experiment conducted among 85 respondents shows that dissatisfaction leads to lower purchase intentions of subsequent unrelated products. Interestingly, engagement in the SMI is not negatively impacted. However, to have a better understanding of those results, a second experiment among 159 respondents was conducted. Although duration of the relationship may ensure more subsequent purchase intentions of unrelated brands in case of a single dissatisfaction, repeated dissatisfaction negatively impacts subsequent purchase intentions of unrelated brands. Engagement is only impacted to some extent. Above theoretical contributions, this study offers counterintuitive implications for SMIs and brands, questioning the value of numbers of followers as cue to influence strength.
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Claeys, P., & Charry, K. (2019). Consumers’ Reponses To Social Media Influencers: Effect Of Dissatisfaction In The Context Of Serial Recommenders (Louvain Research Institute in Management and Organizations Working Paper Series 2019/19). https://hdl.handle.net/2078.5/97654