This research introduces the Influencer Dissonance Model (IDM) to explain how influencer attributes, group conformity, psychological discomfort, and task type compliance interact to drive attitudinal shifts that ultimately influence purchase intention in followers exposed to counter-normative recommendations from social media influencers (SMIs). Through a series of experimental studies, this work explains why and how unconventional recommendations are an effective way for influencers to change follower attitudes and incite behaviors that ultimately have the power to generate revenue for brands. This research builds on the Social Identity Model of Deindividuation Effects (SIDE model) and Vicarious Dissonance Theory (VDT) to develop a new model that explains the underlying mechanisms driving attitudinal shifts, specifically in online influencer contexts. Results suggest that influencer type (micro- vs. celebrity-influencer) may no longer play a significant role in today’s online influence landscape. Additionally, this study validates two new constructs—influencer attributes and group conformity—for use specifically in influencer contexts. Notably, counter to classic VDT findings, which suggest that individuals who perceive free will in task completion exhibit stronger attitudinal shifts, this research found that pressured sharing in online environments triggers stronger attitudinal shifts, which in turn predict purchase intention.These findings offer novel insights into the psychological dynamics of online influence and provide recommendations for influencers, marketers, and brands navigating the ethical and strategic implications of counter-normative recommendations in online spaces.
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