Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing

Abstract Influencers need to balance their tolerance for negative and even insulting comments with followers’ expectation of being approachable. When they decide to disable their comment section, they effectively prevent cyberbullying but also cut off consumers’ highly valued method of voice expression. This is critical, as it not only impacts how consumers view the influencer but also how willing they are to support brand partners: Users become less inclined to engage with an influencer’s sponsored brand content or accept promo codes. To prevent backlash, user communication around disabling comments is key. Negative effects can be reduced when influencers discuss mental health issues leading to the decision to disable comments. But negativity should also be addressed by platform providers, such as by designing additional platform features to protect influencers from hate speech. For brand endorsements, it is important to ensure ongoing communication between influencers and brand partners to discuss potential consequences of critical influencer decisions.