RT Journal Article
SR Electronic
T1 The Perceived Fit between Instagram Influencers and the Endorsed Brand
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 440
OP 454
DO 10.2501/JAR-2019-030
VO 59
IS 4
A1 Breves, Priska Linda
A1 Liebers, Nicole
A1 Abt, Marina
A1 Kunze, Annika
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/4/440.abstract
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.