Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer

Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions reactions toward promoted brands, ignoring the consequences of these promotional actions influencers' credibility their relationships with followers. This sheds light topic by exploring how affect credibility, attitudes behavioral responses (i.e., continue following, imitate, recommend them other users). A study addressed followers was carried out test model. The results showed that perceived influencer-product congruence positively affects of, attitude toward, influencers, negatively paid communication. Followers' been take part activities harms credibility; however, is essential for generating positive influencer. Finally, both foster influencer; must factors retain influencing capacity. provides managerial implications can help followers’ experiences when exposed promotions social media.