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

MANAGEMENT SLANT

  • 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 avo

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