PT - JOURNAL ARTICLE AU - Priska Linda Breves AU - Nicole Liebers AU - Marina Abt AU - Annika Kunze TI - The Perceived Fit between Instagram Influencers and the Endorsed Brand AID - 10.2501/JAR-2019-030 DP - 2019 Dec 01 TA - Journal of Advertising Research PG - 440--454 VI - 59 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/59/4/440.short 4100 - http://www.journalofadvertisingresearch.com/content/59/4/440.full SO - J Advert Res2019 Dec 01; 59 AB - 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.