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Influencer marketing can drive purchase intent
16 June 2021
Influencer marketing can drive purchase intent
Influencers, Creators, KOLs Germany Consumer decision making

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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