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The impact of digital fitness influencers on attitudes and purchase intentions of Instagram users
(2018)
Influencer marketing became an increasingly important topic in recent years. Whereas it is common sense that the advertised brand and the digital influencer have to be congruent for advertising effectiveness, there is no empirical evidence, yet. This master thesis empirically assesses the impact of the fit between digital fitness influencers and promoted brands on attitudes and purchase intentions of Instagram users. The study identifies attitudes toward source – source credibility and source trustworthiness, attitudes toward ad and attitudes toward brand as im-portant constructs to measure advertising impact on attitudes.
Based on a review of the existing literature regarding digital influencers and the concept 'fit' an experiment with two conditions was conducted via independent online surveys. They were carried out to members of online fitness forums and communities and fitness groups on social network sites. Data collected from 109 respondents in survey A and 110 in survey B was analyzed and tested using un-paired 2-sided t-tests.
The empirical study reveals the relevance of influencer-/brand fit. The results con-firm that the impact on all tested constructs is significantly more positive for the test group exposed to the survey including a post of a digital fitness influencer with a high perceived influencer-/brand.
The findings require further confirmation in other settings and industry sectors before they can be generalized, but offer helpful new insights to better allocate efforts and resources to effectively manage the collaboration with digital influenc-ers. A high influencer-/brand fit serves as a key driver for advertising effective-ness of influencer marketing. Research and managerial implications of the find-ings were derived.
The Impact of Instagram Influencer Marketing on Influencer Credibility and on Brand Perception
(2019)
Erfolgsfaktoren im Online-Handel mit Lebensmitteln: Chancen, Herausforderungen und Implikationen
(2019)
Inhibitors and facilitators of marketing automation in small, medium and large-sized enterprises
(2019)