2019
DOI: 10.1002/mar.21274
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Antecedents and outcomes of digital influencer endorsement: An exploratory study

Abstract: The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a samp… Show more

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Cited by 168 publications
(120 citation statements)
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References 60 publications
(114 reference statements)
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“…Viewers of user-generated content also perceived it to be authentic and useful; the content was described as an unbiased and objective source of information (Mir & Rehman, 2013). Beyond credibility, Torres et al (2019) determined that both the attractiveness of the SMI, and the congruence between the SMI and the brand being endorsed, influenced perceived effectiveness of the SMI as a brand endorser. Similarly, Ki and Kim (2019) found that attractive and prestigious content posted by SMIs on Instagram led to these SMIs being evaluated as taste and opinion leaders, and increased consumers' desire to mimic the SMIs.…”
Section: Social Media Influencersmentioning
confidence: 99%
See 3 more Smart Citations
“…Viewers of user-generated content also perceived it to be authentic and useful; the content was described as an unbiased and objective source of information (Mir & Rehman, 2013). Beyond credibility, Torres et al (2019) determined that both the attractiveness of the SMI, and the congruence between the SMI and the brand being endorsed, influenced perceived effectiveness of the SMI as a brand endorser. Similarly, Ki and Kim (2019) found that attractive and prestigious content posted by SMIs on Instagram led to these SMIs being evaluated as taste and opinion leaders, and increased consumers' desire to mimic the SMIs.…”
Section: Social Media Influencersmentioning
confidence: 99%
“…They have established credibility with their audiences because of knowledge and expertize on a particular topic. Torres et al (2019) Digital influencers who have built sizable social networks of followers and who are on-line opinion leaders across multiple roles.…”
Section: Data Availability Statementmentioning
confidence: 99%
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“…For example, pharmaceutical organizations use key online influencers to build engaging content and educate followers, amplifying their brand or ideas 13 . Nurse influencers promote the profession of nursing, elevate important health topics, and dispel misinformation, 14,15 by interacting through blogging, vlogging, or sharing pictures to display accessibility and likability 16 . As such, translating personality and expertise to social media is crucial to finding success as an online nurse influencer.…”
Section: Resultsmentioning
confidence: 99%