Overendorsement as a Double-Edged Sword:How Influencer Excess Drives Negative e-WOM, Credibility Loss, and Consumer Avoidance
Overendorsement as a Double-Edged Sword:How Influencer Excess Drives Negative e-WOM, Credibility Loss, and Consumer Avoidance
This study investigates the impact of influencers’ Overendorsement on consumer behaviors’ towards the brands and influencers. We also examine the mediating role of negative e-WOM and the moderating role of congruence. Study 1 employed a mixed-method approach to investigate consumer perceptions of Overendorsement via the Critical Incident Technique (CIT), uncovering patterns of excessive language, irrelevant branding, and endorsement frequency. Study 2 tested the relationships between Overendorsement, negative e-WOM, consumer avoidance, congruence, and influencer credibility among 261 respondents. Results confirm that Overendorsement increases negative e-WOM and reduces influencer credibility. Negative e-WOM fully mediates the relationship between Overendorsement and consumer avoidance, while congruence strengthens these effects. The study offers theoretical and practical insights for influencer marketing to balance their endorsement strategies
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