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<p>Social media influencers are often viewed as a promising career choice that offers both financial rewards and celebrity-like opportunities. However, they also face intense public scrutiny and the constant risk of reputational harm. This study investigates influencer defence as a strategy for protecting social media influencers against negative feedback. The study utilises an online survey of 541 respondents to explore the impact of attitude homophily, actual self-congruity, influencer interactivity, credibility, and authenticity on building strong influencer-follower relationships and enhancing the resilience of influencer brands. The findings reveal that these factors significantly contribute to influencer defence and purchase intention of recommended products. Influencer credibility is identified as the most critical factor in defending an influencer against negative feedback. This research highlights the necessity of transparency and trustworthiness in online value co-creation. It emphasises the role of influencer credibility in maintaining brand resilience, providing new insights into the strategic management of influencer relationships with their audiences.</p>

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In search of mechanisms for influencer defence: the consequences of influencer credibility and authenticity

  • 期刊论文

  • 发表日期：

    2026年2月24日

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  • Amy Wong,
  • Yu-Chen Hung

摘要

Social media influencers are often viewed as a promising career choice that offers both financial rewards and celebrity-like opportunities. However, they also face intense public scrutiny and the constant risk of reputational harm. This study investigates influencer defence as a strategy for protecting social media influencers against negative feedback. The study utilises an online survey of 541 respondents to explore the impact of attitude homophily, actual self-congruity, influencer interactivity, credibility, and authenticity on building strong influencer-follower relationships and enhancing the resilience of influencer brands. The findings reveal that these factors significantly contribute to influencer defence and purchase intention of recommended products. Influencer credibility is identified as the most critical factor in defending an influencer against negative feedback. This research highlights the necessity of transparency and trustworthiness in online value co-creation. It emphasises the role of influencer credibility in maintaining brand resilience, providing new insights into the strategic management of influencer relationships with their audiences.