article · Journal of African Business
A cross-sectional survey of 290 young consumers in the consumer electronics sector in Tanzania assessed how over-endorsement and commercial orientation affect consumer loyalty. The findings demonstrate that both commercial orientation and over-endorsement negatively influence perceived influencer authenticity, which in turn directly links to consumer loyalty. However, content type moderates these effects, helping to mitigate the perceived loss of authenticity. By adopting an informational content strategy, influencers can preserve authentic communication while monetising their audience. This psychological evaluation process aligns with attribution theory and the advertising value model, illustrating that maintaining perceived authenticity enables social media figures to retain follower devotion even when conducting commercial partnerships.
As digital marketing expands, social media figures face challenges balancing commercial sponsorships with follower trust. Understanding that frequent endorsements and overt commercialisation erode perceived authenticity helps creators and brands recognise risks. Demonstrating that informational content can protect authenticity offers practical guidance for sustaining long-term consumer loyalty while successfully monetising online reach.
This applied research directly informs marketing professionals, influencer talent agencies, and social media creators operating in the consumer electronics sector. It provides an empirically tested strategy showing that deploying informational content can counteract the negative brand perceptions caused by over-endorsement. Because the findings are based on survey data from young consumers, the insights are ready for immediate integration into brand campaign strategies and content planning workflows.
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This study examined the relationships between over-endorsement, commercial orientation, and consumer loyalty, with perceived influencer authenticity serving as a mediator. It further tested the moderation role of content type. The study was guided by attribution theory and the advertising value model. Data from a cross-sectional survey in the consumer electronics sector in Tanzania, which involved 290 youth, were analyzed by Partial Least Squares Equation Modeling (PLS-SEM). The findings indicate that commercial orientation and over-endorsement are negatively related to perceived influencer authenticity. Content type may play a significant role in reducing this perceived negative authenticity. Furthermore, perceived influencer authenticity is positively associated with loyalty to the influencer. The integration of attribution theory and the advertising value model provides a unique understanding of the psychological process through which consumers evaluate influencers and develop loyalty to influencers monetizing their influence. Thus, suggesting that influencers should maintain authentic communication amid monetization of their influence. Capitalizing on an informational content strategy may help influencers uphold authenticity and subsequently foster consumer loyalty.
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DOI: 10.1080/15228916.2026.2723568
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