Work

Seeking effective fit: The impact of brand-influencer fit types on consumer brand attitude

Year: 2024

Type: article

Abstract: Collaborations between brands and social media influencers enhance the transmission of brand messages to consumers. However, the effectiveness of influencer marketing varies depending on the functional fit and image fit between brands and digital influencers. Therefore, this study aims to examine the differential impacts of functional fit and image fit between brands and digital influencers on consumer brand attitude. Across three studies, we found that both functional fit and image fit positively influence consumer brand attitude, with functional fit exerting a stronger effect than image fit. Certainty and pleasure mediate the impact of brand-influencers fit on consumer brand attitude, moderated by cognitive styles. Specifically, the field-independent cognitive style moderates the effect of functional fit of brand-influencers on certainty, while the field-dependent cognitive style moderates the effect of image fit of brand-influencers on pleasure, subsequently influencing brand attitude. This research offers valuable guidance for brands in formulating effective influencer marketing strategies.

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2024.104188

Authors: Siyu Che, Xiaotong Jin, Guanghua Sheng, Zhengnan Lin

Institutions: Jilin University, Zhejiang Gongshang University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,800

Funders: National Natural Science Foundation of China, National Office for Philosophy and Social Sciences, Major Program of National Fund of Philosophy and Social Science of China