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

•An experimental design includes followers of a top fashion influencer.•Influencer–follower and influencer–product congruencies affect follower–product congruence.•Congruence between the follower and the product positively affects attitude.•Attitude toward the sponsored product leads to higher inten...

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Veröffentlicht in:	Journal of business research 2021-08, Vol.132, p.186-195
Hauptverfasser:	Belanche, Daniel, Casaló, Luis V., Flavián, Marta, Ibáñez-Sánchez, Sergio
Format:	Artikel
Sprache:	eng
Schlagworte:	Congruence Consumer behavior Consumer intentions Corporate sponsorship Influencer Innovation Instagram Knowledge transfer Marketing Marketing research
Online-Zugang:	Volltext
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