112037 20250722154011.0 doi 10.1016/j.jretconser.2021.102585 sideral 127115 ART-2021-127115 eng Belanche D. Universidad de Zaragoza (orcid)0000-0002-2291-1409 Building influencers'' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer 2021 Access copy available to the general public Unrestricted Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers'' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers'' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers'' promotional actions affect their credibility, and followers'' attitudes and behavioral responses toward the influencer (i.e., to continue following, imitate, and recommend them to other users). A study addressed to the followers of a popular influencer was carried out to test the research model. The results showed that perceived influencer-product congruence positively affects followers'' perceptions of the credibility of, and attitude toward, influencers, and negatively affects perceptions of paid communication. Followers'' perceptions that influencers have been paid to take part in promotional activities harms their credibility; however, credibility is essential for generating positive attitudes toward the influencer. Finally, both perceived credibility and attitude foster positive behavioral responses toward the influencer; influencers must enhance these factors to retain their influencing capacity. This research provides managerial implications for influencers and brands that can help enhance followers’ experiences when exposed to promotions on social media. info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00 info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 10.972 2021 BUSINESS 16 / 154 = 0.104 2021 Q1 T1 2.261 2021 Marketing 2021 Q1 11.4 2021 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Casaló L.V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 Flavián M. Universidad de Zaragoza (orcid)0000-0002-1232-9706 Ibáñez-Sánchez S. Universidad de Zaragoza (orcid)0000-0003-3088-4102 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 61 (2021), 102585 [11 pp] J. retail. consum. serv. Journal of Retailing and Consumer Services 0969-6989 1865776 http://zaguan.unizar.es/record/112037/files/texto_completo.pdf Versión publicada 2827642 http://zaguan.unizar.es/record/112037/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:112037 articulos driver 2025-07-22-15:35:43 ARTICLE