Examining the outcomes of influencer activism

Academic research on influencer marketing is becoming more prevalent. The majority of this research, though, takes the perspective of a sponsoring brand, advising companies on how best to partner with an influencer to reap brand benefits. As influencers are also brands, research is needed to aid influencers with their own brand management strategies. Thus, we examine influencers as brands, exploring activism efforts by influencers. Results from three studies show that while activism positively affects consumers’ attitudes toward the influencer, expectations for future activism activities also increase. Furthermore, improved consumer attitudes are predicated upon continued support. Specifically, failure to meet activism expectations results in reduced perceptions of authenticity and attitudes, suggesting that activism as a means to benefit the influencer is only effective if it is continued. Implications for influencers and traditional brands and contributions to theory are discussed.