Amplifying (or buffering) the blow: How influencer signals shape brand cancellation outcomes

Abstract

Purpose Brand cancellations are a form of consumer resistance, whereby consumers collectively withdraw support from brands perceived to have committed irreparable transgressions. While existing research focuses on brand cancellations in general, far less is known about how social media influencers shape their trajectory and impact. Drawing on both signalling theory and perceptions of influence and asymmetry, this paper aims to explore the role influencers play in either amplifying or buffering brand cancellation outcomes. Design/methodology/approach Across three experimental studies, the study examines the consequences of brand cancellations on key brand outcomes (trust, credibility, attitude, purchase intention, word-of-mouth and intention to participate in a cancellation), and the influence of social media influencers in shaping consumer responses. Findings Study 1 shows that influencer amplification of a cancellation call significantly worsens brand attitude, credibility, trust, purchase intention, word-of-mouth intention and heightens anger compared to buffering. Study 2 confirms these effects go beyond the cancellation event itself, with amplification exacerbating negative outcomes relative to a no-influencer control and buffering improving evaluations and lowering cancellation participation. Study 3 tests whether these effects generalise to peers, finding that amplification effects are stronger when delivered by influencers, who more severely undermine credibility, trust, purchase intentions and spur participation. Collectively, these studies highlight influencers’ unique role in shaping cancellation outcomes. Research limitations/implications While the use of fictitious brand scenarios enhances internal validity, future research could extend these findings by examining real-world cancellations and tracking consumer behaviour over time. Further work examining different influencer types, social media platforms and relationship dynamics would enrich understanding. These directions present valuable opportunities to deepen knowledge of how influencer communication shapes consumer responses in brand crises and to refine strategies for managing reputational risk in digital contexts. Practical implications The research highlights the reputational risks posed by influencer amplification and underscores the value of proactive influencer engagement and crisis management strategies. Originality/value This study offers both theoretical and empirical contributions by linking brand cancellation to social media influencer signalling, advancing understanding of the social dynamics underpinning cancellation, and demonstrating the strategic importance of influencer communication.