The perceived fit between Instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness

Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Breves, Liebers, Abt, and Kunze


  • The fit of influencer and brand product is important for the perceived expertise and trustworthiness of the endorser. To avoid damaging their credibility, influencers should avoid endorsing obviously incongruent brands.

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