Influencer marketing has become extremely important in today's digital marketing landscape. Companies use influencers as important opinion leaders to convey their brand messages to specific target groups in an authentic and targeted manner. A key concept here is the influencer-brand fit (I-B-F), which describes the fit between an influencer and a brand. However, previous research has often treated the I-B-F as an unidimensional construct without conducting a detailed analysis of the various influencing factors. This master's thesis aims to close this research gap by examining the I-B-F as a multidimensional construct and identifying the different factors that influence fit. In particular, it examines how the I-BF differs between micro- and macro-influencers and what effects these differences have on consumer behavior. This thesis is based on a comprehensive literature review in order to analyze and evaluate the current state of research in the field of influencer-brand fit. Using this as a basis, a conceptual model is developed that identifies the key influencing factors of I-B-F: personality fit, community fit and the influencer's identification with the brand. To test this model, an empirical study is conducted based on an online laboratory experiment. The study uses a quantitative survey of 203 social media users from Austria and examines the perceptions of the I-B-F and their effects on consumer behavior, including the influencer's credibility, attitude towards the brand and purchase intention. The results of the empirical study confirm that influencer-brand fit is a multidimensional construct whose perception has a significant impact on consumer behavior. It turns out that the congruence of the personalities and the community as well as the identification with the brand have a significant influence on the fit. In addition, differences in the effects of the influencing factors and consequences of influencer-brand fit were found between micro and macro influencers: While macro-influencers are more capable of generating a high I-B-F, micro-influencers show a greater effect on credibility and attitude towards the brand. However, contrary to the theoretical findings, a significant influence of the I-B-F on consumers' purchase intention could not be determined. The findings of this master's thesis underline the need for a differentiated consideration of micro- and macro-influencers in the context of influencer marketing and offer valuable implications for practice, especially for the targeted selection and strategic use of influencers to increase the effectiveness of marketing campaigns.
Einflussfaktoren und Auswirkungen des Influencer-Brand Fits: Eine vergleichende Analyse von Mikro- und Makro- Influencer:innen und deren Effekte auf das Konsument:innenverhalten
Disslbacher-Fink, J. (Author). 2024
Student thesis: Master's Thesis