Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth

Shengnan Ren,Sahar Karimi, Alberto Bravo Velázquez,Jianfeng Cai

Journal of Business Research（2023）

引用 12|浏览7

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摘要

•We introduce a new classification of influencers: informers and entertainers.•Influencer type affects the level of engagement with the endorsement.•Brand warmth and competence moderate the effect of influencer type on online sale.

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关键词

Influencer marketing,Social media influencer,Brand endorsement,Consumer engagement,Brand stereotypes

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