Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media

Ibáñez-Sánchez, Sergio (Universidad de Zaragoza) ; Flavián, Marta (Universidad de Zaragoza) ; Casaló, Luis V. (Universidad de Zaragoza) ; Belanche, Daniel (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1080/13527266.2021.1929410

Año: 2022

Publicado en: Journal of Marketing Communications 28, 5 (2022), 469-486
ISSN: 1352-7266

Factor impacto CITESCORE: 6.7 - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 1.012 - Business and International Management (Q1) - Marketing (Q2)

Financiación: info:eu-repo/grantAgreement/ES/DGA/S20-20R
Financiación: info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)