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Brand balance: the effect of influencer brand encroachment on interactivity

Lara Hamdan (Ryerson University, Toronto, Canada)
Seung Hwan (Mark) Lee (Ryerson University, Toronto, Canada)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 10 March 2021

Issue publication date: 21 April 2022

1523

Abstract

Purpose

As social media platforms continue to have an increased presence in influencer marketing, researchers and practitioners are seeking ways to optimize the use of these platforms. The purpose of this study is to investigate the effect of brand encroachment, a level of brand's control over the promotion executed by social media influencers (SMIs), on the importance of interactivity of SMIs.

Design/methodology/approach

This study examined the effect of brand encroachment on interactivity whilst examining the mediating effects of both passion and personal power. The study was an online, one-factor between-subjects design comparing high level of brand encroachment vs low level of brand encroachment.

Findings

The results of the experimental study suggest that as brand encroachment decreases, there is an increasing importance of being interactive. In addition, with lower brand encroachment, SMIs portray more personal power and passion toward the product or service being promoted.

Originality/value

As influencers create communities via increased levels of engagement, authenticity and relatability, it is of paramount importance that SMIs build relationships through interactivity in low-brand encroachment settings. Brands should offer more opportunities for SMIs to be interactive with their audience, while intrinsically building their personal power and passion as sources for these interactions.

Keywords

Acknowledgements

Funding supported through a Ted Rogers School of Management Internal Start-up Grant.

Citation

Hamdan, L. and Lee, S.H.(M). (2022), "Brand balance: the effect of influencer brand encroachment on interactivity", International Journal of Retail & Distribution Management, Vol. 50 No. 3, pp. 303-316. https://doi.org/10.1108/IJRDM-07-2020-0283

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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