Typology and impact of follower responses to social media influencer “promotional crisis”

Abstract

This study introduces a typology of follower responses to seemingly deceptive promotional content by a social media influencer (SMI) and the effects of those responses on observers. Through a large‐scale, mixed‐methods analysis of an influencer's “promotional crisis” in early 2023, popularly known as “Mascaragate” on TikTok, we identified follower engagement types that potentially harm both SMI and the promoted brand. The crisis sparked an unusually high level of network activity, providing valuable insights into the ripple effects of follower reactions. Drawing on parasocial relationship theory and social capital theory, we proposed that interactions between influencers and their followers, as well as among followers, evolve systematically through linguistic and social cues. These interactions can shift the original meaning of the influencer's message, leading to unintended consequences for both SMI and the brand. Through netnography and k‐means cluster analysis, we identified three distinct clusters of followers with unique attitudes toward the post and SMI. One group (i.e., “Type 1”) was particularly adept at reshaping the meaning of the SMI post through rational engagement with other followers. A subsequent experiment assessed the impact of each group's comments on the observers within a broader community network, focusing on credibility, skepticism, and the impact of social media dependency. The findings offer practical tools for brands and SMIs to analyze follower comment patterns and suggest strategies for addressing crises stemming from SMI‐linked promotional content, ultimately helping to preserve brand reputation and trust.