Internal and external determinants impact negative wom toward influencers, which causes brand avoidance

Abstract

In contemporary times, there is a growing awareness among consumers about the impact of influencer and brand advertising. Moreover, the act of consumers actively avoiding engagement with companies and influencers has emerged as a prevalent occurrence, particularly among the demographic cohort known as Gen Z. This study will examine the impact of external factors, such as brand control and negative electronic word-of-mouth (NWOM) for influencers, on the evaluation of influencers. Additionally, it will explore the internal factors related to influencer commercial orientation and consumer/influencer personality. Specifically, the study aims to investigate how influencers themselves may contribute to the generation of negative reviews, which subsequently lead customers to avoid the brand due to the influencers' inappropriate selection. The qualitative component will involve conducting interviews with five distinct groups of consumers, including a total of 20 individuals. The objective of this research is to assess the many elements that contribute to negative word-of-mouth (NWOM) and brand avoidance. The concept of a brand this study offers potential resolutions for influencers and companies to effectively choose celebrities for endorsement advertisements, considering many internal and external aspects