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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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