Something about you fascinates me: how influencer characteristics trigger brand advocacy in influencer endorsement?

Purpose Influencers play a vital role in brand endorsement, and online brand advocacy can significantly improve consumers’ enthusiasm for brands. This study aims to identify the main factors that lead to online brand advocacy in influencer endorsement. Accordingly, a framework grounded in the attachment theory is proposed to elucidate how influencer empathy, interactivity and authenticity shape emotional brand attachment which leads to the four dimensions of online brand advocacy (brand defense, brand positivity, brand information sharing and virtual expression). Design/methodology/approach Data obtained by surveying 311 Chinese social media users was analyzed using partial least-squares structural equation modeling. Findings The results show that influencer interactivity and authenticity positively influence consumers’ emotional attachment to the brands endorsed by influencers, which prompts them to engage in online brand advocacy (brand defense, brand positivity, brand information sharing and virtual expression). Originality/value This study has both theoretical and practical significance for promoting research on influencer endorsement in social media and consumer behavior.