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
