Influencer marketing can have an impact on purchase intent where brands find the right endorser – and take into account whether they should be appealing to a consumer’s “authentic” or “ideal” self.
These were among the findings of a study published in the Journal of Consumer Behavior, entitled The complex triad of congruence issues in influencer marketing, that used a survey of over 500 consumers in Germany to explore the importance of the “congruence” – more commonly known as the “fit” – between influencers and:
- a brand, which, in the case of this study, involved...