Brand responses to influencer scandals: An action plan for managers

Matthew Wilson, Obinna O. Obilo and Adam J. Mills

Business Horizons, 2026, vol. 69, issue 1, 67-76

Abstract: Influencers are an increasingly popular and highly effective way to expand brand reach and generate consumer interest. Yet, influencers are often involved in scandals that can negatively impact the brand or products they endorse. This article explores influencer scandals and offers managerial guidance on how brands should respond to them. Following our research, we identify four key factors that brand managers should consider when faced with influencer transgressions. We develop an action plan suggesting that brand managers assess culpability, the gravity of the transgression, the nature of the endorsement, and the influencer’s responses to the incident. We conclude with a decision tree to guide managers in the difficult process of handling influencer transgressions and determining whether to stick with or cut ties with an influencer.

Keywords: Influencers; Endorsements; Transgressions; Brand response; Brand management; Crisis management (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:69:y:2026:i:1:p:67-76

DOI: 10.1016/j.bushor.2024.12.002

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