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The Perceived Fit between Instagram Influencers and the Endorsed Brand

How Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness

Priska Linda Breves, Nicole Liebers, Marina Abt, Annika Kunze
DOI: 10.2501/JAR-2019-030 Published 1 December 2019
Priska Linda Breves
University of Würzburg,
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  • For correspondence: priska.breves@uni-wuerzburg.de
Nicole Liebers
University of Würzburg,
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  • For correspondence: nicole.liebers@uni-wuerzburg.de
Marina Abt
University of Würzburg,
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  • For correspondence: marina.abt@abt-motorsport.de
Annika Kunze
University of Würzburg,
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  • For correspondence: annika.c.m.kunze@gmail.com
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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.

  • Received June 12, 2018.
  • Received (in revised form) October 31, 2018.
  • Accepted February 13, 2019.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 4

Journal of Advertising Research: 59 (4)
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The Perceived Fit between Instagram Influencers and the Endorsed Brand
Priska Linda Breves, Nicole Liebers, Marina Abt, Annika Kunze
Journal of Advertising Research Dec 2019, 59 (4) 440-454; DOI: 10.2501/JAR-2019-030

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The Perceived Fit between Instagram Influencers and the Endorsed Brand
Priska Linda Breves, Nicole Liebers, Marina Abt, Annika Kunze
Journal of Advertising Research Dec 2019, 59 (4) 440-454; DOI: 10.2501/JAR-2019-030
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