Influencer marketing can drive purchase intent | WARC | The Feed
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Influencer marketing can drive purchase intent
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.
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