000089789 001__ 89789 000089789 005__ 20231215090953.0 000089789 0247_ $$2doi$$a10.1108/SJME-11-2019-0100 000089789 0248_ $$2sideral$$a117900 000089789 037__ $$aART-2020-117900 000089789 041__ $$aeng 000089789 100__ $$0(orcid)0000-0002-2291-1409$$aBelanche, D.$$uUniversidad de Zaragoza 000089789 245__ $$aFollowers’ reactions to influencers’ Instagram posts 000089789 260__ $$c2020 000089789 5060_ $$aAccess copy available to the general public$$fUnrestricted 000089789 5203_ $$aPurpose: The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach: The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products. Findings: The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product. Practical implications: Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts. Originality/value: This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns. 000089789 536__ $$9info:eu-repo/grantAgreement/ES/DGA/LMP65-18$$9info:eu-repo/grantAgreement/ES/DGA/S20-17R$$9info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R 000089789 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000089789 592__ $$a0.796$$b2020 000089789 593__ $$aMarketing$$c2020$$dQ2 000089789 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000089789 700__ $$0(orcid)0000-0002-1232-9706$$aFlavián, M.$$uUniversidad de Zaragoza 000089789 700__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez, S.$$uUniversidad de Zaragoza 000089789 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000089789 773__ $$g24, 1 (2020), 37-54$$pSpan. j. mark.-ESIC$$tSpanish Journal of Marketing - ESIC$$x2444-9695 000089789 8564_ $$s207620$$uhttps://zaguan.unizar.es/record/89789/files/texto_completo.pdf$$yVersión publicada 000089789 8564_ $$s22451$$uhttps://zaguan.unizar.es/record/89789/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000089789 909CO $$ooai:zaguan.unizar.es:89789$$particulos$$pdriver 000089789 951__ $$a2023-12-15-08:58:43 000089789 980__ $$aARTICLE