Are many too much? Examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective

Abstract

Advertisers report avoiding collaborations with influencers who endorse a large number of brands because they fear the negative outcomes of such over-endorsements. Yet many popular influencers endorse far more than one brand. Earlier research on multiple endorsements by celebrity testimonials and their effects on both brand and endorser evaluations produced mixed results. This article investigates the consequences of multiple endorsements in an influencer context. We conducted a between-subjects online experiment in which we varied the number of brand endorsements (one, three, seven endorsements) presented by an influencer. Results show that multiple influencer endorsements affect the performance of evaluative persuasion knowledge and subsequent coping behaviors, which in turn negatively affect brand attitude and perceived influencer authenticity. Coping with influencer endorsements is generally moderated by participants’ parasocial relationships with the influencer. However, parasocial relationships appear not to be relevant in specifically processing multiple endorsements. Based on these findings, we discuss theoretical implications for researching influencer marketing from a persuasion knowledge model (PKM) perspective.

Keywords:

• Social media influencers
• influencer marketing
• multiple endorsements
• celebrity endorsements
• persuasion knowledge
• parasocial relationship

Acknowledgments of assistance

The authors thank the participants of the 2021 Conference of the Reception and Effects Research Division in the German Communication Association (DGPuK) and the 2021 Conference of the International Communication Association (ICA) for their valuable comments and advice on earlier versions of this article.

Acknowledgments of fundings

The authors did not receive funding for this research.

Disclosure statement

No potential conflict of interest was reported by the authors.