Details
| Original language | English |
|---|---|
| Pages (from-to) | 1277-1296 |
| Number of pages | 20 |
| Journal | Journal of consumer behaviour |
| Volume | 20 |
| Issue number | 5 |
| Early online date | 19 Feb 2021 |
| Publication status | Published - Sept 2021 |
Abstract
Finding a fitting endorser has proven to be one of the most delicate and critical tasks of influencer marketing. This research explores the relevance of the congruency of the influencer personality with (1) brand personality and consumers' (2) actual/(3) ideal selves. Additionally, the (4) moderating role of involvement is considered, the impacts on post attitude/belief, brand trust and purchase intention are thereby studied. The novelty of this study lies in the integral examination of the types of congruencies and involvement in the context of influencer marketing as well as the consideration of their impact on the brand-related variables. Based on an online survey with 547 participants analyzed by means of structural equation modeling in SmartPLS, partly counterintuitive findings were produced. When the involvement level rises, congruence with consumers' actual selves becomes more important. Under low-involvement conditions, practitioners should pay more attention to influencers' fit with consumers' ideal selves. An adequate fit between brand and endorser is paramount and becomes even more important under high-involvement conditions. Overall, this study reveals that the three types of congruency and involvement interact in a very unique way in the context of influencer marketing.
ASJC Scopus subject areas
- Psychology(all)
- Social Psychology
- Psychology(all)
- Applied Psychology
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In: Journal of consumer behaviour, Vol. 20, No. 5, 09.2021, p. 1277-1296.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The complex triad of congruence issues in influencer marketing
AU - von Mettenheim, Walter
AU - Wiedmann, Klaus Peter
N1 - Funding Information: Our special thanks goes to the editorial board of the Journal of Consumer Behaviour as well as the reviewers, whose comments and instructions were of great help. Furthermore, we want to kindly thank our anonymous survey respondents for their participation.
PY - 2021/9
Y1 - 2021/9
N2 - Finding a fitting endorser has proven to be one of the most delicate and critical tasks of influencer marketing. This research explores the relevance of the congruency of the influencer personality with (1) brand personality and consumers' (2) actual/(3) ideal selves. Additionally, the (4) moderating role of involvement is considered, the impacts on post attitude/belief, brand trust and purchase intention are thereby studied. The novelty of this study lies in the integral examination of the types of congruencies and involvement in the context of influencer marketing as well as the consideration of their impact on the brand-related variables. Based on an online survey with 547 participants analyzed by means of structural equation modeling in SmartPLS, partly counterintuitive findings were produced. When the involvement level rises, congruence with consumers' actual selves becomes more important. Under low-involvement conditions, practitioners should pay more attention to influencers' fit with consumers' ideal selves. An adequate fit between brand and endorser is paramount and becomes even more important under high-involvement conditions. Overall, this study reveals that the three types of congruency and involvement interact in a very unique way in the context of influencer marketing.
AB - Finding a fitting endorser has proven to be one of the most delicate and critical tasks of influencer marketing. This research explores the relevance of the congruency of the influencer personality with (1) brand personality and consumers' (2) actual/(3) ideal selves. Additionally, the (4) moderating role of involvement is considered, the impacts on post attitude/belief, brand trust and purchase intention are thereby studied. The novelty of this study lies in the integral examination of the types of congruencies and involvement in the context of influencer marketing as well as the consideration of their impact on the brand-related variables. Based on an online survey with 547 participants analyzed by means of structural equation modeling in SmartPLS, partly counterintuitive findings were produced. When the involvement level rises, congruence with consumers' actual selves becomes more important. Under low-involvement conditions, practitioners should pay more attention to influencers' fit with consumers' ideal selves. An adequate fit between brand and endorser is paramount and becomes even more important under high-involvement conditions. Overall, this study reveals that the three types of congruency and involvement interact in a very unique way in the context of influencer marketing.
UR - http://www.scopus.com/inward/record.url?scp=85101163696&partnerID=8YFLogxK
U2 - 10.1002/cb.1935
DO - 10.1002/cb.1935
M3 - Article
AN - SCOPUS:85101163696
VL - 20
SP - 1277
EP - 1296
JO - Journal of consumer behaviour
JF - Journal of consumer behaviour
SN - 1472-0817
IS - 5
ER -