KOREASCHOLAR

THE ROLE OF INFLUENCER-BRAND-URS IMAGE CONGRUENCES ON INSTAGRAM ADVERTISING: CELEBRITY VS. NON-CELEBRITY INFLUENCERS COMPARISON

Jinhee Han, Jewon Lyu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422334
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.393-398
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines how brand-influencer, influencer-users, and user-brand congruences affect perceived fantasy about the influencer and closeness toward the brand when an Instagram ad is endorsed by celebrity (vs. non-celebrity) influencers. The study employed a between-subject online experiment by manipulating an advertisement endorsed by a celebrity and a non-celebrity influencer. The results suggest that congruence between brand-influencer matters in building effective relationships.

Keyword
Influencer marketingBrand congruencyOnline experimentInstagram advertisingCelebrity
Author
  • Jinhee Han(Independent Researcher, Republic of Korea)
  • Jewon Lyu(University of Georgia, USA)