| Página principal > Artículos > Understanding influencer marketing: The role of congruence between influencers, products and consumers > MARC |
000129562 001__ 129562 000129562 005__ 20250722154011.0 000129562 0247_ $$2doi$$a10.1016/j.jbusres.2021.03.067 000129562 0248_ $$2sideral$$a126233 000129562 037__ $$aART-2021-126233 000129562 041__ $$aeng 000129562 100__ $$0(orcid)0000-0002-2291-1409$$aBelanche D.$$uUniversidad de Zaragoza 000129562 245__ $$aUnderstanding influencer marketing: The role of congruence between influencers, products and consumers 000129562 260__ $$c2021 000129562 5060_ $$aAccess copy available to the general public$$fUnrestricted 000129562 5203_ $$aInfluencers increasingly provide sources of information and innovation to followers. Grounded in balance, cognitive dissonance, and congruity theories, the current article highlights how a congruence psychological mechanism, leveraged in influencer marketing campaigns, can contribute to the success of this novel form of persuasive communication. To understand consumers’ behavioral intentions when they encounter product recommendations from fashion influencers on Instagram, this study addresses the congruence among the three inherent contributors to any influencer marketing campaign: the influencer, the consumer (or follower), and the sponsored brand. The study involves 372 followers of a famous fashion influencer. Results confirm that when influencer–consumer congruence is fixed and high, high (low) influencer–product congruence prompts high (low) consumer–product congruence. Strong congruence between the consumer and product then generates more favorable attitudes toward the product, as well as higher purchase and recommendation intentions, ensuring optimal returns on influencer marketing campaigns. © 2021 Elsevier Inc. 000129562 536__ $$9info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00$$9info:eu-repo/grantAgreement/ES/DGA/S20-20R$$9info:eu-repo/grantAgreement/ES/DGA-CUS/581-2020 000129562 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/ 000129562 590__ $$a10.969$$b2021 000129562 591__ $$aBUSINESS$$b17 / 154 = 0.11$$c2021$$dQ1$$eT1 000129562 592__ $$a2.316$$b2021 000129562 593__ $$aMarketing$$c2021$$dQ1 000129562 594__ $$a11.2$$b2021 000129562 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000129562 700__ $$0(orcid)0000-0002-9643-2814$$aCasaló L.V.$$uUniversidad de Zaragoza 000129562 700__ $$0(orcid)0000-0002-1232-9706$$aFlavián M.$$uUniversidad de Zaragoza 000129562 700__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez S.$$uUniversidad de Zaragoza 000129562 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000129562 773__ $$g132 (2021), 186-195$$pJ. bus. res.$$tJournal of Business Research$$x0148-2963 000129562 8564_ $$s737806$$uhttps://zaguan.unizar.es/record/129562/files/texto_completo.pdf$$yVersión publicada 000129562 8564_ $$s2698018$$uhttps://zaguan.unizar.es/record/129562/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000129562 909CO $$ooai:zaguan.unizar.es:129562$$particulos$$pdriver 000129562 951__ $$a2025-07-22-15:35:43 000129562 980__ $$aARTICLE
El sistema ha encontrado un error mientras gestionaba su petición.
Los administradores del sistema han sido avisados.
En caso de duda, póngase en contacto con deposita@unizar.es