As the use of social-media influencers gains traction, marketers face a daunting task of choosing the best-suited ones to promote their brands. Researchers in Germany found that an influencer’s fit with the brand will affect his or her credibility and persuasiveness, but social interactions with fans may tip the balance.
Among the practical takeaways:
All four authors are at the University of Würzburg, Germany:
Priska Linda Breves (firstname.lastname@example.org) is a research fellow and doctoral student at the university’s Institute of Human-Computer-Media, Department of Media and Business Communication. Her research interests are strategic and persuasive communication.
Nicole Liebers (email@example.com) is a research fellow and doctoral student in communication. Her research fields are entertainment, advertising, and audience and effects studies, with a focus on parasocial interactions and relationships.
Marina Abt (firstname.lastname@example.org) and Annika Kunze (email@example.com) studied media communication at the university.