How Can Influencers Uphold Authenticity and Cultivate Loyalty Amid Commercial Endorsements? The Moderation of Content Type

This study examined the relationships between over-endorsement, commercial orientation, and consumer loyalty, with perceived influencer authenticity serving as a mediator. It further tested the moderation role of content type. The study was guided by attribution theory and the advertising value model. Data from a cross-sectional survey in the consumer electronics sector in Tanzania, which involved 290 youth, were analyzed by Partial Least Squares Equation Modeling (PLS-SEM). The findings indicate that commercial orientation and over-endorsement are negatively related to perceived influencer authenticity. Content type may play a significant role in reducing this perceived negative authenticity. Furthermore, perceived influencer authenticity is positively associated with loyalty to the influencer. The integration of attribution theory and the advertising value model provides a unique understanding of the psychological process through which consumers evaluate influencers and develop loyalty to influencers monetizing their influence. Thus, suggesting that influencers should maintain authentic communication amid monetization of their influence. Capitalizing on an informational content strategy may help influencers uphold authenticity and subsequently foster consumer loyalty.