Understanding influencer marketing: The role of congruence between influencers, products and consumers

Belanche, Daniel; Casaló, Luis V.; Flavián, Marta; Ibáñez‐Sánchez, Sergio

doi:10.1016/j.jbusres.2021.03.067

Cited by 266 publications

(182 citation statements)

References 80 publications

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“…Second, future research can also use other relevant social psychology theories to explore the influence mechanism of the celebrity effect on tourist behavior. For example, basing this comment on self-congruity theory, when consumers think that they have strong congruence with a celebrity, they will generate more positive attitudes and higher purchase intentions toward the product being endorsed [68,69]. Finally, this article's research context and sample selection are mainly focused on Ctrip, the largest OTA platform in China.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

2021

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Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.

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Section: Limitations and Further Researchmentioning

confidence: 99%

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

2021

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“…Literature review and hypothesis development 2.1 Overview of the fit posts Fit usually means congruency, resemblance, relevance or consistency between the endorser and the product or brand (Kamins and Gupta, 1994). Several studies propose that a good match-up between opinion leader images and product images should result in a more positive perception of the advertisement, the opinion leader and the product than a poor match-up would (Belanche et al, 2021;Choi and Rifon, 2012;Kamins and Gupta, 1994). The particular brand management literature often communicates the personality of a brand (Aaker, 1997) with the image that individuals have of themselves, i.e.…”

Section: Influencer Fit Post Vs Celebrity Fit Postmentioning

confidence: 99%

Influencer fit post vs celebrity fit post: which one engages Instagram users more?

Ahmadi

Ieamsom

2021

SJME

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Purpose The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research. Methodology To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer–product vs fit of celebrity–product). Findings The results showed the superiority of the fit of influencer–product over the fit of celebrity–product on users’ engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer–product post on users‘ engagement. Practical implications The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted. Value This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.

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“…Table 1 shows the studied elements, outcome variables and effects noted in key empirical studies. In terms of the elements used in human brand-based campaigns, we identify a key role of human brand/product congruence (Belanche et al , 2021; Choi and Rifon, 2012) and the human brand's persuasiveness and reputation (Ki and Kim, 2019; Zhou and Whitla, 2013). In terms of impact, prior research has tended to concentrate on campaign- and product-level outcomes (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In terms of impact, prior research has tended to concentrate on campaign- and product-level outcomes (e.g. attitude toward the ad or purchase intent; Belanche et al , 2021; Choi and Rifon, 2012) relating to the endorsed offerings (Knoll and Matthes, 2017). However, only few studies to date examine corporate brand-level outcomes, including the consumer's liking of or attitude to the corporate brand (De Jans et al , 2020; Stubb and Colliander, 2019; Zhou and Whitla, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

The invisible leash: when human brands hijack corporate brands' consumer relationships

Giertz

Hollebeek

Weiger

et al. 2022

JOSM

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PurposeCorporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands.Design/methodology/approachTo explore these issues, this conceptual paper reviews and integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships.FindingsThough consumers' favorable human brand associations can be used to improve corporate brand outcomes, they rely on consumers' relationship with the endorsing human brand. Given the dependency of these brands, human brand-based marketing bears the risk that the human brand (vs the firm) “owns” the consumer's corporate brand relationship, which the authors coin relationship hijacking. This phenomenon can severely impair consumers' engagement and relationship with the corporate brand.Originality/valueThis paper sheds light on the role of human brands in strategic brand management. Though prior research has highlighted the positive outcomes accruing to the use of human brands, the authors identify its potential dark sides, thus exposing pivotal insight.

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Understanding influencer marketing: The role of congruence between influencers, products and consumers

Cited by 266 publications

References 80 publications

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

Influencer fit post vs celebrity fit post: which one engages Instagram users more?

The invisible leash: when human brands hijack corporate brands' consumer relationships

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