Effects of perceived influencer autonomy from brands: The importance of a strong parasocial relationship

Abstract

This study investigates the impact of perceived influencer autonomy from brands on consumer reactions to influencer recommendations. Drawing on expectancy violation theory, it examines how purchase intentions and brand attitudes are affected by individuals’ perceptions of influencer autonomy from brands. The moderating role of the parasocial relationship with the influencer is also analyzed. A 2 (positive versus negative influencer recommendation) × 2 (negative perception of influencer autonomy versus control condition) between-subjects experimental design was conducted. A moderated-mediation model was used to test the hypotheses. The findings show that consumers’ reactions to influencer recommendations depend on their perceptions of influencer autonomy. These effects are contingent on the strength of the parasocial relationship with the influencer. This research extends current knowledge of influencer marketing by explaining how perceived influencer autonomy from brands shapes consumer responses to influencer recommendations. Specifically, perceptions of influencer autonomy influence consumers’ responses to both positive and negative recommendations.