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#AD: The effects of an influencer, comments and product combination on brand image.

Bijen, Y.J. (2017) #AD: The effects of an influencer, comments and product combination on brand image.

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Abstract:This study is designed to fill explanatory gaps on influencer marketing that have been underexplored when considering its effectiveness. The main study employed a 2x2x2 between-subjects design, in the form of an online questionnaire (N=240), to measure the effects of the combination of influencer (micro-macro), product (match-mismatch) and comment (positive-negative) type on attitude towards the brand, brand trust and purchase intention. The key findings of the study is that the perceived connectedness towards a micro influencer is less likely to be influenced by a product match/mismatch or negative comments than the connectedness towards a macro influencer. The explanation for this finding was that the micro influencer is considered to be trustworthy and therefore part of an individual’s in-group. Furthermore the study reveals that a moderate mismatch in product and influencer in combination with negative comments can lead to a more positive evaluation of a brand than a match in product and influencer. This study explores the effectiveness of micro and macro influencers in influencer marketing by integrating theories of social identity, match-up hypothesis and the elaboration likelihood model. The author recommends that managers focus on micro influencers to endorse their products rather than macro influencers as micro influencers are seen as more trustworthy.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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