Influencer Popularity and Its Impact on Consumer Connectivity and Electronic Word‐of‐Mouth

ABSTRACT

This study investigates how digital influencers' popularity interacts with communication style (endorsement vs. direct advertising) to influence consumer connection and electronic word‐of‐mouth intention (eWOM). Drawing on three experimental studies ( N  = 632), the research demonstrates that endorsement communication fosters stronger eWOM intentions when used by highly popular influencers, whereas direct advertising is more effective for those with lower popularity. The findings reveal that communication style moderates the relationship between influencer popularity and consumer responses. Additionally, connection is conceptualized as a relational outcome emerging from the alignment between influencer reputation and communication strategy. These insights advance the influencer marketing literature by identifying how communication strategies should be tailored to different influencer profiles. For practitioners, the study offers strategic guidance for enhancing the effectiveness of social media campaigns.