 The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviourDominyka Venciute, Ieva Mackeviciene, Marius Kuslys and Ricardo Fontes Correia Journal of Retailing and Consumer Services, 2023, vol. 75, issue C Abstract: Over the last decade, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or image strength. Since consumers prefer brands and companies whose image is congruent with their actual or ideal self, we could expect that consumers tend to prefer influencers whom they can compare themselves with. Therefore, congruence between consumer and influencer is imperative in influencer marketing and may indicate whether the influencer will be able to promote products to the target audience in an appealing way. Using a quantitative empirical study, we surveyed more than 7500 individuals measuring how they perceive a specific influencer's credibility, content usefulness, congruence, and purchase behaviour. The results suggest that if there is a congruence between an influencer and the follower, the impact of the influencer's experience and its content usefulness on purchase behaviour is stronger. Keywords: Influencer marketing; Credibility; Purchase behaviour; Congruence (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002539 DOI: 10.1016/j.jretconser.2023.103506 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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