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2.3c Influencer Marketing: Relationship Norm Moderates the Effect of Influencer-Product Congruence on Social Media
Abstract
In light of the increasing popularity of influencer marketing, this study examines the effect of influencer-product congruence and the moderating effect of relationship norm on influencer credibility, influencer-consumer relationship quality, purchase intention, and re-sharing intention. As expected, high influencer-product congruence drives more favorable consumer reactions. Moderation analysis suggests that people in a communal (vs. exchange) relationship showed higher relationship commitment. Follow-up moderated-mediation analysis shows that people in a communal relationship elicited higher relationship commitment, which subsequently led to stronger purchase intention and re-sharing intention. Theoretical and managerial implications were discussed.
First & Corresponding Author
Ilyoung Ju, Bowling Green State University
Authors in the order to be printed.
Ilyoung Ju, Bowling Green State University; Chen Lou, Nanyang Technological University