Influencers, a company's blessing or curse?

Abstract: As influencer generated content leads to increased brand attitude and purchase intention, compared to traditional media, the use of influencers has become the norm in many companies' marketing strategy. However, what happens when the influencer gets in trouble? Companies' brand perception risks being indirectly affected by the scandals of associated influencers. This paper investigates if the type of influencer, makeup or cooking, has an impact on consumer's brand perception of an associated brand in response to a scandal involving the affiliated influencer. The research was performed using an experimental approach, and analyzed quantitatively through a survey, gauging respondents' attitudes by various questions after being exposed to one of two fictional scenarios. The study adds to current research within influencer marketing by finding support that type of influencer does indeed have an impact on how severe the brand's repercussions are in response to the associated influencer's controversy. Both in terms of brand attitude and purchase intention in response to the scandal. Managerial implications are presented to bring value to practitioners. And ultimately, based on the results, the authors suggest further research to investigate the underlying mechanics of the findings and possible extensions, building on the same theme.