The Perceived Fit Of Influencers And Organizations In The Context Of Social Issues

McCoy, Macie Bell

Publication

The Perceived Fit Of Influencers And Organizations In The Context Of Social Issues

McCoy, Macie Bell

Date

2021

Abstract

Influencer-marketing has become one of the most popular and effective strategies used by organizations to reach their target audiences. As a relatively new industry, research on influencer-marketing is growing yet still limited in certain contexts. Specifically, the perceived fit of influencers and organizations is a recent topic of interest that can determine the effectiveness of such strategies and campaigns. While fit has been established as an important factor in successful influencer-marketing, the effect of social issue positioning by organizations and influencers has yet to be examined in terms of its effect on fit. This quantitative study considers the past research on perceived fit in influencer-marketing and applies it to understanding the effect that social issue positioning by organizations and influencers may have on perceived-fit. Perceived fit, consumer purchase intention, and organizational trust are each measured in determining the effect(s) of such positioning on influencer-organization relationships.