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- W4310014463 endingPage "113476" @default.
- W4310014463 startingPage "113476" @default.
- W4310014463 abstract "This research introduces a novel classification for social media influencers, namely informers and entertainers, and examines the impact of influencer type on engagement and online sales. Our findings suggest that endorsements by influencers who take on an entertainer role attract more engagement (number of views, likes, and comments) than endorsements by influencers who are informers. Furthermore, drawing on an influencer–brand congruency theory, the moderating effect of brand stereotypes is examined. We show that informers (vs entertainers) generate more online sales when endorsing competent brands. Contrarily, when endorsing warm and warm-competent brands, there is no significant difference between the two types of influencers. This study reaffirms the importance of identifying and selecting “fitting” influencers for brands and informs advertisers about the way brand stereotypes moderate the effectiveness of influencer marketing." @default.
- W4310014463 created "2022-11-30" @default.
- W4310014463 creator A5021035390 @default.
- W4310014463 creator A5072472868 @default.
- W4310014463 creator A5083800130 @default.
- W4310014463 creator A5087616390 @default.
- W4310014463 date "2023-02-01" @default.
- W4310014463 modified "2023-10-18" @default.
- W4310014463 title "Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth" @default.
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