Effects of Influencer Endorsement of Instagram Ads on Brand Attitudes, Wom Intentions, and Purchase Intentions

We tested the effectiveness of influencer endorsement of Instagram ads in two experiments. The results show positive effects of endorsement on attitudes toward the ad, attitudes toward the brand, purchase intentions, and word-of-mouth intentions. The endorsement effects are stronger at higher levels of identification with the influencer.


Nhat Quang Le and Magne Supphellen (2021) ,"Effects of Influencer Endorsement of Instagram Ads on Brand Attitudes, Wom Intentions, and Purchase Intentions", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 414-415.


Nhat Quang Le, BI Norwegian Business School
Magne Supphellen, NHH Norwegian School of Economics


NA - Advances in Consumer Research Volume 49 | 2021

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