Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers' promotional actions affect their credibility, and followers' attitudes and behavioral responses toward the influencer (i.e., to continue following, imitate, and recommend them to other users). A study addressed to the followers of a popular influencer was carried out to test the research model. The results showed that perceived influencer-product congruence positively affects followers' perceptions of the credibility of, and attitude toward, influencers, and negatively affects perceptions of paid communication. Followers' perceptions that influencers have been paid to take part in promotional activities harms their credibility; however, credibility is essential for generating positive attitudes toward the influencer. Finally, both perceived credibility and attitude foster positive behavioral responses toward the influencer; influencers must enhance these factors to retain their influencing capacity. This research provides managerial implications for influencers and brands that can help enhance followers’ experiences when exposed to promotions on social media.

近年来，影响者与品牌之间的合作变得越来越受欢迎。先前的研究主要集中在有影响力者的营销上，这是一种商业行为，旨在增强追随者对促销品牌的认知和反应，而忽略了这些促销活动对有影响者的信誉及其与追随者之间关系的影响。这项研究通过探索影响者的促销行为如何影响他们的信誉以及追随者对影响者的态度和行为反应（即继续关注，模仿并将其推荐给其他用户）来阐明这一主题。针对受欢迎的影响者的追随者进行了一项研究，以检验该研究模型。结果表明，感知的影响者产品一致性会积极影响追随者对影响者的信誉和态度的感知，而负面影响对付费沟通的感知。追随者的看法是，有影响力的人已获得报酬参加促销活动，这损害了他们的信誉；但是，信誉对于树立对影响者的积极态度至关重要。最后，感知到的信誉和态度都会促进对影响者的积极行为反应。影响者必须增强这些因素，以保持其影响力。这项研究为有影响力的人和品牌带来了管理意义，当他们在社交媒体上进行宣传时，可以帮助提高追随者的体验。有影响力的人，对付费交流的看法产生负面影响。追随者的看法是，有影响力的人已获得报酬参加促销活动，这损害了他们的信誉；但是，信誉对于树立对影响者的积极态度至关重要。最后，感知到的信誉和态度都会促进对影响者的积极行为反应。影响者必须增强这些因素，以保持其影响力。这项研究为有影响力的人和品牌带来了管理意义，当他们在社交媒体上进行宣传时，可以帮助提高追随者的体验。有影响力的人，对付费交流的看法产生负面影响。追随者的看法是，有影响力的人已获得报酬参加促销活动，这损害了他们的信誉；但是，信誉对于树立对影响者的积极态度至关重要。最后，感知到的信誉和态度都会促进对影响者的积极行为反应。影响者必须增强这些因素，以保持其影响力。这项研究为有影响力的人和品牌带来了管理意义，当他们在社交媒体上进行宣传时，可以帮助提高追随者的体验。信誉对于产生对影响者的积极态度至关重要。最后，感知到的信誉和态度都会促进对影响者的积极行为反应。影响者必须增强这些因素，以保持其影响力。这项研究为有影响力的人和品牌带来了管理意义，当他们在社交媒体上进行宣传时，可以帮助提高追随者的体验。信誉对于产生对影响者的积极态度至关重要。最后，感知到的信誉和态度都会促进对影响者的积极行为反应。影响者必须增强这些因素，以保持其影响力。这项研究为有影响力的人和品牌带来了管理意义，当他们在社交媒体上进行宣传时，可以帮助提高追随者的体验。