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Cited by 659

The DOI matches its Crossref record; 100 of the 100 references it cites were found in a registry or an index.

Understanding influencer marketing: The role of congruence between influencers, products and consumers

Open access
Belanche, Daniel, Casaló, Luis V., Flavián, Marta, Ibáñez-Sánchez, Sergio·2021·Journal of Business Research
DOI 10.1016/j.jbusres.2021.03.067
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Abstract

Influencers increasingly provide sources of information and innovation to followers. Grounded in balance, cognitive dissonance, and congruity theories, the current article highlights how a congruence psychological mechanism, leveraged in influencer marketing campaigns, can contribute to the success of this novel form of persuasive communication. To understand consumers’ behavioral intentions when they encounter product recommendations from fashion influencers on Instagram, this study addresses the congruence among the three inherent contributors to any influencer marketing campaign: the influencer, the consumer (or follower), and the sponsored brand. The study involves 372 followers of a famous fashion influencer. Results confirm that when influencer–consumer congruence is fixed and high, high (low) influencer–product congruence prompts high (low) consumer–product congruence. Strong congruence between the consumer and product then generates more favorable attitudes toward the product, as well as higher purchase and recommendation intentions, ensuring optimal returns on influencer marketing campaigns.

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Metadata

Authors
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S.
Venue
Journal of Business Research
Publisher
Elsevier BV
Published
2021-08
Volume
132
Pages
186-195
ISSN
0148-2963 (ISSN-L)
DOI
10.1016/j.jbusres.2021.03.067
OpenAlex
W3159400715
Cited by
659
References
100
FWCI
110.76
Type
journal article
Language
en
Open access
hybrid
Licence
Funders
  • Ministerio de Ciencia, Innovación y Universidades (PID2019-105468RB-I00)
  • European Social Fund
  • Gobierno de Aragón (2020-2024 BOA CUS/581/2020)

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CoChat. (2026). Citation check: Understanding influencer marketing: The role of congruence between influencers, products and consumers. https://app.cochat.ai/papers/10.1016/j.jbusres.2021.03.067
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Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2021.03.067

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.