… of product-influencer fit and number of followers on both advertising outcomes and influencer
likeability, we will investigate the mediating role of perceived influencer credibility and …

… effects of influencer advertising attributes on consumer responses via multiple motive inference
processing. Influencer-product … by social media users and impacts advertising outcomes. …

… In Study 2, we further examined how product involvement interacts with influencer–product …
influencers with high congruence with advertised products will bring more positive outcomes …

… transparency in native advertising (ie … product and influencer. In so doing, our first aim was
to confirm the positive effects of influencer–product congruence on the influencer’s outcomes …

… and marketing outcomes. We will argue that the effect of product-endorser fit on advertising
effectiveness may be even more pronounced for influencers than for celebrity endorsers. …

… advertising outcomes. Instead, followers indicate mostly benign attitudes toward
influencer-sponsored posts, interpret influencers’ … indeed take influencer-promoted products …

… are several options for brands to advertise their products online. Using their … influencer
advertising to advertising on brands’ social media account on attitudinal and behavioral outcomes …

… on social media marketing outcomes. Our experiment examined … products or brands. Popular
fashion bloggers on Instagram can be described as both micro-celebrities and influencers …

… recognition heightens post skepticism and negatively impacts favorable advertising
outcomes by diminishing perceived SMI integrity. However, a high level of brand salience can …

… Basing our coding on these questions will illuminate the influencer’s part in crafting both
the products and the message and thus shed light on the various roles that the …