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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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2.3c Influencer Marketing: Relationship Norm Moderates the Effect of Influencer-Product Congruence on Social Media

Friday, March 29, 2019 at 1:00 PM–2:30 PM CDT

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

Additional Authors

Chen Lou, Nanyang Technological University