Blurred lines? Disentangling the roles of consumers’ influencer- and brand engagement in shaping brand performance
研究首次区分消费者对网红和品牌的参与，发现品牌参与会削弱网红参与的购买促进效果，尤其对拥有数百万粉丝的超级网红影响更大，揭示了网红营销中的“反向吸血鬼效应”。
• Disentangling influencer and brand engagement shows influencer marketing pitfalls. • Reverse vampire effect: Brand engagement hinders influencer marketing effectiveness. • Mega influencers are less effective in driving purchases. This study is the first to disentangle influencer- and brand engagement and to explore their interplay in shaping consumer purchases, while considering the mediating role of the strength of parasocial relationships (PSRs) between consumers and influencers. The results reveal that while influencer- and brand engagement independently enhance purchases, high brand engagement can diminish influencer engagement’s purchase-enhancing effect through weakened PSRs (representing a “reverse vampire effect”). This negative interplay between influencer- and brand engagement is particularly prominent among the followers of mega influencers, who have millions of followers. High brand engagement can weaken PSRs, particularly with mega influencers, as they may be viewed as manipulative. This research thus provides novel insights into influencer marketing effectiveness, emphasizing the role of PSRs and the need to exercise caution in influencer-brand collaborations, particularly with mega influencers. Overall, this study provides a more realistic understanding of the trade-offs between the benefits and risks of influencer marketing.