Influencer Alignment in Crisis Response: An Experimental Study on Trait and Emotional Congruence for Brand Reputation Recovery

As cancel culture intensifies and consumer outrage spreads rapidly on social media, brands are increasingly turning to social media influencers to navigate crises. This study investigates how influencer-brand alignment—across two critical dimensions: trait alignment and emotional alignment—shapes postcrisis consumer perceptions. Grounded in Situational Crisis Communication Theory (SCCT), the study introduces the Crisis Influencer Selection Matrix, a strategic typology that classifies influencers into four roles—The Trusted Humanist, Rational Expert, Empathetic Outsider, and Detached Bystander—based on their alignment profiles and fit with crisis type. Utilizing a randomized, between-subject experimental design, 152 participants were exposed to a simulated reputational crisis involving a fictional global brand. Results demonstrate that influencers who exhibit both high trait and emotional alignment significantly enhance brand recovery outcomes. By extending SCCT to incorporate the identity and communication style of third-party messengers, this study offers a fresh theoretical perspective and provides brands with actionable strategies for effective influencer engagement during crisis situations.