The impact of social media influencer information overload on purchase avoidance: the role of customer confusion and prior product knowledge

Purpose The study aims to investigate the impact of social media influencer information overload (SMIIO) on customer purchase avoidance through mediation of customer confusion along with the moderation of prior product knowledge through the stressor-strain-outcome (SSO) framework. Design/methodology/approach The data collected from 429 participants (YouTube and Instagram followers) from an online survey were analyzed using structural equation modeling. Findings The findings reveal that SMIIO significantly leads towards customer purchase avoidance. Customer confusion mediates between SMIIO and purchase avoidance, while prior product knowledge weakens the impact of SMIIO on confusion through moderation. Practical implications The findings provide a wide range of applications for brand managers and social media influencers to adopt clear, concise communication strategies. Reducing information overload and minimizing confusion can enhance consumer decision-making. Tailored messaging based on consumer product knowledge can further optimize marketing efforts and reduce purchase avoidance. Originality/value This study uniquely applies the SSO framework to examine the effects of SMIIO on purchase avoidance, highlighting the mediating role of customer confusion and the moderating influence of prior product knowledge, offering a fresh perspective on consumer behavior.