Influencer marketing can drive purchase intent | WARC | The Feed

Influencer marketing can drive purchase intent, provided that brands find the right endorser and determine whether they should be appealing to a consumer’s “actual” or “ideal” self. 

Walter von Mettenheim and Klaus-Peter Wiedmann, from Leibniz University Hannover, published a study entitled The complex triad of congruence issues in influencer marketing in the Journal of Consumer Behavior.