Abstract
Influencer marketing acquires customers who follow their favorite celebrities, who have shared beliefs and opinions. This research explores the self-motives and influencer-related factors that lead to influencer congruence. Influenced customers subsequently recommend those influencers to others. No concrete scale of recommendation is available so far. This research also conceptualizes, develops, and validates a scale for recommendations. In this study, 451 respondents answered questions about the influencers they follow. Normality, reliability, and validity were used for hypothesis testing. Results show the positive and direct impacts of all proposed hypotheses. The findings contribute to the literature by presenting a balanced approach to studying two parallel yet integral aspects of influencer marketing: the influencer and the consumer.
Highlights
Social media’s unparalleled integration in people’s routines has allowed marketers to communicate innovatively [1,2]
According to a previous study [9], consumers are keenly aware of goods and services related to their value
The expansion of influencer endorsement is critical for marketers and calls for further research on how brands can effectively benefit from influencer marketing
Summary
Social media’s unparalleled integration in people’s routines has allowed marketers to communicate innovatively [1,2]. Influencer marketing, involves collaborating with prominent social media influencers to promote products and services [3]. This kind of marketing is targeted at both potential and actual customers [4,5]. By means of their attractive and authentic personas, social media influencers develop images that resonate with consumers and are replicated in their lifestyles and brand preferences [6,7,8]. According to a previous study [9], consumers are keenly aware of goods and services related to their value (this is known as self-congruence). The expansion of influencer endorsement is critical for marketers and calls for further research on how brands can effectively benefit from influencer marketing
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