Parasocial relationships with micro-influencers: do sponsorship disclosure and electronic word-of-mouth disrupt?

PurposeThis study aims to examine whether and how the effect of intimate relationships with micro-influencers on customer behaviour is interrupted by external cues such as sponsorship disclosures and negative electronic word-of-mouth (eWOM).Design/methodology/approachThe study worked with Instagram micro-influences to conduct a vignette survey with four experimental scenarios.FindingsThe benefits of parasocial relationships (PSR) in enhancing customer engagement (CE), brand preference (BP) and purchase intention (PI) cannot be sustained in the presence of external interruptive cues. For micro-influencers, whilst sponsorship disclosures do not moderate the influence of PSR, customers are considerably sensitive to negative eWOM or when the two cues co-occur.Originality/valueThis study focusses on micro-influencers and investigates whether the follower-micro-influencer bond can be moderated by external cues including sponsorship disclosure and negative eWOM.