Influencer Effectiveness: Contexts and Boundaries

Influencers have distinct effectiveness from that of traditional product endorsers. We investigate why and when influencers are effective, drawing on persuasion knowledge and parasocial interaction literatures. Across several studies, we demonstrate the important characteristics of influencers, and the effectiveness of influencer- vs. brand-communicated messages.



Citation:

Jared Joseph Watson, Lauren Grewal, and Shoshana Segal (2020) ,"Influencer Effectiveness: Contexts and Boundaries", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1058-1053.

Authors

Jared Joseph Watson, New York University, USA
Lauren Grewal, Dartmouth College, USA
Shoshana Segal, New York University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More

Featured

Trusting the data, the self and “the other” in self tracking practices

Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More

Featured

Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate

Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.