Parasocial relationships with micro-influencers: do sponsorship disclosure and electronic word-of-mouth disrupt?
研究微网红与粉丝的亲密关系（准社会关系）如何被赞助披露和负面电子口碑打断，发现负面口碑会削弱这种关系对顾客参与、品牌偏好和购买意愿的正面影响。
Purpose This study aims to examine whether and how the effect of intimate relationships with micro-influencers on customer behaviour is interrupted by external cues such as sponsorship disclosures and negative electronic word-of-mouth (eWOM). Design/methodology/approach The study worked with Instagram micro-influences to conduct a vignette survey with four experimental scenarios. Findings The benefits of parasocial relationships (PSR) in enhancing customer engagement (CE), brand preference (BP) and purchase intention (PI) cannot be sustained in the presence of external interruptive cues. For micro-influencers, whilst sponsorship disclosures do not moderate the influence of PSR, customers are considerably sensitive to negative eWOM or when the two cues co-occur. Originality/value This study focusses on micro-influencers and investigates whether the follower–micro-influencer bond can be moderated by external cues including sponsorship disclosure and negative eWOM.