Presumably in an effort to reduce cyberbullying and promote mental health, online influencers often limit viewers’ ability to post comments. In this research, we find that influencers incur significant interpersonal and professional repercussions for doing so. Across a Twitter dataset and six experiments utilizing both consequential and hypothetical dependent measures, we find that consumers form more negative impressions of and are less persuaded by influencers who disable social media comments. These outcomes are driven by the perception that the influencer is less receptive to consumer voice (e.g., consumers’ thoughts, opinions, and suggestions) and, thus, less sincere. However, we find that this effect is mitigated in situations where consumers feel that it is reasonable for influencers to prioritize self-protection.

中文翻译：

---

EXPRESS：没有评论（来自您）：了解禁用社交媒体评论的人际和职业后果

大概是为了减少网络欺凌和促进心理健康，网络影响者经常限制观众发表评论的能力。在这项研究中，我们发现影响者这样做会产生重大的人际和职业影响。在 Twitter 数据集和利用后果性和假设性相关测量的六项实验中，我们发现消费者对禁用社交媒体评论的影响者形成更多负面印象，并且不太容易被说服。这些结果是由于人们认为影响者不太容易接受消费者的声音（例如消费者的想法、意见和建议），因此不太真诚。然而，我们发现，当消费者认为影响者优先考虑自我保护是合理的情况下，这种影响会减轻。