121309 20250722154011.0 doi 10.1080/13527266.2021.1929410 sideral 127371 ART-2022-127371 eng Ibáñez-Sánchez, Sergio Universidad de Zaragoza (orcid)0000-0003-3088-4102 Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media 2022 Access copy available to the general public Unrestricted Brands 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. info:eu-repo/grantAgreement/ES/DGA/S20-20R 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/ 1.012 2022 Business and International Management 2022 Q1 Marketing 2022 Q2 6.7 2022 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Flavián, Marta Universidad de Zaragoza (orcid)0000-0002-1232-9706 Casaló, Luis V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 Belanche, Daniel Universidad de Zaragoza (orcid)0000-0002-2291-1409 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 28, 5 (2022), 469-486 J. mark. commun. Journal of Marketing Communications 1352-7266 462328 http://zaguan.unizar.es/record/121309/files/texto_completo.pdf Postprint 1101830 http://zaguan.unizar.es/record/121309/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:121309 articulos driver 2025-07-22-15:35:43 ARTICLE