Understanding influencer marketing: The role of congruence between influencers, products and consumers
By Daniel Belanche, Luis Vicente Casaló, M. Flavián, Sergio Ibáñez-Sánchez. 2021
589 citations recorded by the source corpus.
Abstract Influencers increasingly provide sources of information and innovation to followers. Grounded in balance, cognitive dissonance, and congruity theories, the current article highlights how a congruence psychological mechanism, leveraged in influencer marketing campaigns, can contribute to the success of this novel form of persuasive communication. To understand consumers’ behavioral intentions when they encounter product recommendations from fashion influencers on Instagram, this study addresses the congruence among the three inherent contributors to any influencer marketing campaign: the influencer, the consumer (or follower), and the sponsored brand. The study involves 372 followers of a famous fashion influencer. Results confirm that when influencer–consumer congruence is fixed and high, high (low) influencer–product congruence prompts high (low) consumer–product congruence. Strong congruence between the consumer and product then generates more favorable attitudes toward the product, as well as higher purchase and recommendation intentions, ensuring optimal returns on influencer marketing campaigns.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/d7b04e8efc648d63f166fd6087a5e9403902f8c7
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Citations in the corpus
- How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming (2021, background): “For example, basing this comment on self-congruity theory, when consumers think that they have strong congruence with a celebrity, they will generate more positive attitudes and higher purchase intentions toward the product being endorsed [68,69].”