By applying the two-step flow theory, this research examines if the level of brand equity impacts consumers’ attitudes toward social media influencers and consumers’ visit intention, and if influencers’ recommendation type plays a moderating role in the process. This research employs a scenario-based experimental design. Study 1 examines the main effect of brand equity on consumers’ attitudes toward the influencer and consumers’ visit intention. Results demonstrated that high brand equity enhances consumers’ positive attitudes toward the influencer and visit intention. Study 2 examines the moderating effect of recommendation type on consumers’ attitudes and visit intention. Findings revealed that while explicit recommendations of high-equity brands yield higher visit intention and attitudes towards the influencer, explicit recommendations of low-equity brands backfire, resulting in lower attitudes toward the influencer. Additionally, trust emerges as a significant mediator when recommendations are explicit rather than implicit. When the recommendation is implicit, there is no (indirect) effect.

中文翻译：

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当社交媒体影响者的认可适得其反时：揭示跨品牌资产层面的明确认可的影响

本研究运用两步流理论，检验品牌资产水平是否影响消费者对社交媒体影响者的态度和消费者的访问意图，以及影响者的推荐类型是否在此过程中发挥调节作用。本研究采用基于场景的实验设计。研究1检验了品牌资产对消费者对影响者的态度和消费者访问意图的主要影响。结果表明，高品牌资产可以增强消费者对影响者的积极态度和访问意愿。研究2检验了推荐类型对消费者态度和访问意向的调节作用。调查结果显示，虽然高资产品牌的明确推荐会产生更高的访问意向和对影响者的态度，但低资产品牌的明确推荐会适得其反，导致对影响者的态度较低。此外，当建议是明确的而不是隐含的时，信任就会成为重要的中介因素。当建议是隐式的时，就没有（间接）效果。