Effects of Perceived Fit and Authenticity in Transgender Influencer Endorsement: An Analysis of the Bud Light and Dylan Mulvaney’s Partnership

Abstract

ABSTRACT Influencer endorsements are a popular way for companies to promote their brands, products, and services. While extant literature has identified influencer fit and authenticity as key factors influencing source credibility and in turn, endorsement effectiveness, there is little research making a bridge between perceived fit and perceived authenticity, especially in the context of transgender influencer endorsement. A major U.S. beer brand, Bud Light, was recently under fire for endorsing influencer Dylan Mulvaney amidst growing tensions between social acceptance of gender diverse populations and continuous anti-transgender legislation in the U.S. and Europe. Using an online survey with 687 U.S. adult participants, this study examined how consumer perceptions of fit and authenticity impacted outcomes of Bud Light’s transgender influencer endorsement in the framework of the match-up hypothesis. Findings suggest that perceived authenticity mediates the relationships between perceived fit and consumer responses and the match-up effects of influencer fit are moderated by attitude toward transgender people.