Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands
通过四项实验，研究发现Z世代认为品牌对网红的控制是不道德的，从而回避网红和代言品牌；网红规模、消费者与网红的关系强度以及负面道德情绪是影响回避行为的关键因素。
Abstract Consumer avoidance of brands and influencers is a widespread phenomenon, especially among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when and why Gen Z engages in such avoidance. Our experimental investigation, across four studies, reveals that Gen Z considers brands' control over influencers to be morally irresponsible and, thus, avoids both. We introduce a novel construct, influencer avoidance , and examine its drivers. Study 1 indicates that perceived brand control engenders avoidance; moderation evidence shows that macro (vs. micro) influencers accentuate (attenuate) the influence of brand control on avoidance. Study 2 shows that Gen Z enjoying a strong versus weak relationship with influencers results in lower (higher) avoidance towards influencers and endorsed brands. Study 3 demonstrates that negative moral emotions mediate the relationship between perceived brand control and avoidance behavior. Study 4 generalizes the findings by analyzing a different influencer and endorsed brand and including a prominent advertisement disclosure. By investigating the drivers and mechanisms of Gen Z's avoidance behavior, our research contributes to research on the theory of moral responsibility, Gen Z's influencer avoidance behavior, and anti‐consumption literature. This offers key insights into how to prevent acts of consumer retribution towards influencers and brands.