How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge

Purpose Unlike macro-influencers, micro-influencers often engage in reciprocal social interactions with consumers, resembling ordinary users. This study explores how consumers apply different social exchange orientations, i.e. communal versus exchange orientations, in their relationship with micro-influencers and how these norms affect their purchase intention toward endorsed products. Design/methodology/approach Four experiments were conducted to investigate the impacts of communal and exchange orientations on purchase intention. The study used the persuasion knowledge model to unpack how relationship orientations shape consumers’ recognition of and response to persuasive intent. Additionally, the moderating role of product congruence, specifically influencer–product fit and product self-congruity, was examined. Findings The results indicate that consumers show higher purchase intention for endorsed products when their relationship with the influencer is communal-oriented rather than exchange-oriented. This effect is mediated by consumers’ persuasion knowledge, as they are less likely to recognize persuasive intent in communal-oriented (vs. exchange-oriented) relationships and react more positively when such intent is recognized. The disparity between communal and exchange orientations is more significant under conditions of low influencer–product fit and low product self-congruity. Originality/value This research highlights the critical role of social exchange reciprocity in the effectiveness of micro-influencer marketing. It advances social exchange theory by extending its applicability to marketing communication and enriches the persuasion knowledge model by demonstrating how relationship orientations shape the interpretation of persuasive intent. These findings have implications for managers seeking to leverage the unique advantage of micro-influencers’ reciprocal interactions.