000121309 001__ 121309
000121309 005__ 20230914083431.0
000121309 0247_ $$2doi$$a10.1080/13527266.2021.1929410
000121309 0248_ $$2sideral$$a127371
000121309 037__ $$aART-2022-127371
000121309 041__ $$aeng
000121309 100__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez, Sergio$$uUniversidad de Zaragoza
000121309 245__ $$aInfluencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media
000121309 260__ $$c2022
000121309 5060_ $$aAccess copy available to the general public$$fUnrestricted
000121309 5203_ $$aBrands and influencers are increasingly collaborating in the development of marketing campaigns. This work analyses to what extent the collaboration of influencers with renowned brands affects the effectiveness of the message and the influencer’s own reputation. The results of an experiment with more than four hundred Spanish consumers indicated that renowned brand-influencer collaborations, in comparison to non-renowned brand-influencer collaborations, enhanced consumers’ attitude towards the message, their purchase intentions and the perceived credibility of the influencer. Furthermore, positive attitude towards the message and intention to search for information are greater for services offered by renowned brands than for their products. This study contributes by bridging a gap in the literature and raises interesting implications for brand managers and their decisions to collaborate with influencers on social media.
000121309 536__ $$9info:eu-repo/grantAgreement/ES/DGA/S20-20R$$9info:eu-repo/grantAgreement/ES/MCIU/PID2019-105468RB-I00
000121309 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000121309 592__ $$a1.012$$b2022
000121309 593__ $$aBusiness and International Management$$c2022$$dQ1
000121309 593__ $$aMarketing$$c2022$$dQ2
000121309 594__ $$a6.7$$b2022
000121309 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000121309 700__ $$0(orcid)0000-0002-1232-9706$$aFlavián, Marta$$uUniversidad de Zaragoza
000121309 700__ $$0(orcid)0000-0002-9643-2814$$aCasaló, Luis V.$$uUniversidad de Zaragoza
000121309 700__ $$0(orcid)0000-0002-2291-1409$$aBelanche, Daniel$$uUniversidad de Zaragoza
000121309 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000121309 773__ $$g28, 5 (2022), 469-486$$pJ. mark. commun.$$tJournal of Marketing Communications$$x1352-7266
000121309 8564_ $$s462328$$uhttps://zaguan.unizar.es/record/121309/files/texto_completo.pdf$$yPostprint
000121309 8564_ $$s1101830$$uhttps://zaguan.unizar.es/record/121309/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000121309 909CO $$ooai:zaguan.unizar.es:121309$$particulos$$pdriver
000121309 951__ $$a2023-09-13-12:12:57
000121309 980__ $$aARTICLE