Does Inconsistency Between Influencer‐Generated and User‐Generated Content Hurt Brands? The Role of Perceived Content Credibility

ABSTRACT The advent of social media has paved the way for firms to leverage online influencers to shape consumer opinions more extensively and profoundly. While prior studies have explored the effects of inconsistency within word‐of‐mouth communications, this study extends that line of inquiry by examining inconsistency between influencer‐ and user‐generated content. Through a series of studies, we demonstrate that such inconsistency undermines consumer brand attitudes by reducing perceived content credibility. Notably, this negative effect is intensified in the absence of brand sponsorship disclosure, a condition that obscures the nature of influencer content and further erodes trust. Recognizing that some degree of misalignment between influencer and user content is inevitable in practice, we continue to explore strategies to mitigate its adverse effects, specifically by emphasizing functional content and employing two‐sided message framing. Our findings offer valuable implications for firms engaged in influencer marketing, highlighting the critical role of strategic content management in maintaining favorable brand evaluations amid inevitable contradictions across diverse information sources.