Leveraging the influencer marketing power of influential consumers: toward a theory of impression management for brand recovery from brand crisis

Though the role of influential consumers in shaping brand sentiment has been well recognized, especially with the advent of digital and social media and the rise of influencer marketing, little effort has been made to extrapolate their influence for impression management, which is critical for brand legitimacy and brand recovery following brand crisis. To address this gap, this conceptual article adopts a theory synthesis and model approach to develop a theoretical framework that explains and predicts the relationships characterizing the utility of influential consumers for impression management following brand crisis. In doing this, this article consolidates existing research streams, identifies novel connections, and presents a set of theoretical propositions that explain the sequence of events, including the boundary conditions, that translate the power of influential consumers into an impression management asset that brands can rely upon to reaffirm brand legitimacy and navigate toward brand recovery following brand crisis. Therefore, this article pioneers a strategic reevaluation of influencer marketing, extending its application from promoting brand positivity in stable times to a critical tool for brand restoration during crises.