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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.
Please use this search form to:
- First or Secondary Author: Click on "person," click on your name, and "search." Then use the bottom scroll bar to slide to the right until you see the search button. Scroll down this screen to see the result of the search!
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To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.
Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.
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