Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media

Brands and influencers are increasingly collaborating in the development of marketing campaigns. This work analyses to what extent collaboration with renowned brands affects effectiveness message influencer’s own reputation. The results an experiment more than four hundred Spanish consumers indicated that brand-influencer collaborations, comparison non-renowned enhanced consumers’ attitude towards message, their purchase intentions perceived credibility influencer. Furthermore, positive intention search for information greater services offered by products. study contributes bridging a gap literature raises interesting implications brand managers decisions collaborate on social media.