The Perceived Fit between Instagram Influencers and the Endorsed Brand
By Priska L. Breves, N. Liebers, Marina Abt, Annika Kunze. Journal of Advertising Research, 2019
376 citations recorded by the source corpus.
ABSTRACT Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand. The first study used an experimental design and focused on internal validity, whereas the second study employed a survey, presenting results high in external validity. Both studies analyzed the consequences for the influencer concerning his/her perceived trustworthiness and expertise, as well as the impact on brand evaluations and behavioral intentions. Influencer–brand fit had a positive impact on the image of the influencer and on the effectiveness of advertising, especially for followers with low levels of parasocial relationships.
Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/7e9f4e0aac1916c6bbb82dcf143fc71f470036cc
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In Literature and Literary Theory
In Marketing
In Sociology and Political Science
- Margaret Duffy
- Esther Thorson
- Eunjin Anna Kim
- Zhenhui (Jack) Jiang
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- Izak Benbasat
- Lisa R. Klein
Citations in the corpus
- Under the Influence: Social Media Influencers’ Impact on Response to Corporate Reputation Advertising (2021, background): “…unlike traditional endorsers, SMIs build their reputations on a specific expertise through direct, frequent interactions with their audience and create their own content, which essentially enhances their communication power (e.g., Breves et al. 2019; Schouten, Janssen, and Verspaget 2020).”