Are Influencers’ Causes Authentic? How Influencer-Cause Fit Shapes Followers’ Attitudes- Abstract

Márcia Herter, Diego Costa Pinto, Raquel Soares, Carlos Abreu, Maria do Carmo Leal

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Although influencer marketing has grown significantly in recent years for products and brands, little is known about how the association between influencers and social causes would work. The present study aims to understand how the association of influencers with social causes (influencer-cause fit) shapes followers’ attitudes and perceived authenticity. An experimental study with social media consumers shows the importance of authentic social content shared by the influencers, and the association to consistent social causes to improve followers’ attitudes. The findings present important theoretical and practical implications for influencer marketing and social causes.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy, 11th
PublisherEuropean Marketing Academy (EMAC)
Number of pages2
Publication statusPublished - 16 Oct 2020
Event11th EMAC Regional Conference - Online, Zagreb, Croatia
Duration: 16 Sept 202019 Sept 2020
Conference number: 11th


Conference11th EMAC Regional Conference
Abbreviated titleEMAC 2020


  • Food waste
  • Aesthetics
  • Construal level


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