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 Aug 29
TA  - Journal of Advertising Research
PG  - JAR-2019-030
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/08/27/JAR-2019-030.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/08/27/JAR-2019-030.full
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.