The complex triad of congruence issues in influencer marketing

Finding a fitting endorser has proven to be one of the most delicate and critical tasks influencer marketing. This research explores relevance congruency personality with (1) brand consumers' (2) actual/(3) ideal selves. Additionally, (4) moderating role involvement is considered, impacts on post attitude/belief, trust purchase intention are thereby studied. The novelty this study lies in integral examination types congruencies context marketing as well consideration their impact brand-related variables. Based an online survey 547 participants analyzed by means structural equation modeling SmartPLS, partly counterintuitive findings were produced. When level rises, congruence actual selves becomes more important. Under low-involvement conditions, practitioners should pay attention influencers' fit An adequate between paramount even important under high-involvement conditions. Overall, reveals that three interact very unique way