Content marketing · Experiment with followers of a top fashion influencer; factorial manipulation of influencer/product/consumer congruence.
Understanding influencer marketing: The role of congruence between influencers, products and consumers
Journal of Business Research · 2021
Summary
Follower–product congruence produced more favorable product attitudes; attitude increased purchase and recommendation intentions.
For your marketing
Possible founder application
Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Reported result
What the study found
Follower–product congruence produced more favorable product attitudes; attitude increased purchase and recommendation intentions.
Research question
What the authors investigated
When and through what mechanism does congruence among influencer, product, and follower affect responses?
Design
Experiment with followers of a top fashion influencer; factorial manipulation of influencer/product/consumer congruence.
Sample and setting
372 followers of a famous fashion influencer; fashion-product setting.
Scope and transfer
Limitations to keep in view
The publisher describes an experimental, single-influencer fashion context, so generalization beyond that context is limited.
Research sources
Publisher highlights explicitly state the experimental design, n=372, positive congruence effect on attitude, and downstream purchase/recommendation intentions. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.