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

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

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

20 Downloads (Pure)

Abstract

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 language	English
Title of host publication	Proceedings of the European Marketing Academy, 11th
Publisher	European Marketing Academy (EMAC)
Chapter	84332
Pages	1-2
Number of pages	2
Publication status	Published - 16 Oct 2020
Event	11th EMAC Regional Conference - Online, Zagreb, Croatia Duration: 16 Sept 2020 → 19 Sept 2020 Conference number: 11th

Conference

Conference	11th EMAC Regional Conference
Abbreviated title	EMAC 2020
Country/Territory	Croatia
City	Zagreb
Period	16/09/20 → 19/09/20

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Food waste
Aesthetics
Construal level

Access to Document

Are_Influencers_Causes_Authentic_How_Influencer_Cause_Fit_Shapes_Followers_AttitudesFinal published version, 153 KBLicence: Unspecified

http://proceedings.emac-online.org/pdfs/R2020-84332.pdfLicence: Unspecified

Cite this

@inproceedings{28a030b430e04ed48bc983d63d7c012a,

title = "Are Influencers{\textquoteright} Causes Authentic? How Influencer-Cause Fit Shapes Followers{\textquoteright} Attitudes- Abstract",

abstract = "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{\textquoteright} 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{\textquoteright} attitudes. The findings present important theoretical and practical implications for influencer marketing and social causes.",

keywords = "Food waste, Aesthetics, Construal level",

author = "M{\'a}rcia Herter and Pinto, \{Diego Costa\} and Raquel Soares and Carlos Abreu and Leal, \{Maria do Carmo\}",

note = "Herter, M., Pinto, D. C., Soares, R., Abreu, C., \& Leal, M. D. C. (2020). Are Influencers{\textquoteright} Causes Authentic? How Influencer-Cause Fit Shapes Followers{\textquoteright} Attitudes- Abstract. In Proceedings of the Regional European Marketing Academy Conference, 11th (pp. 1-2). European Marketing Academy (EMAC). http://proceedings.emac-online.org/pdfs/R2020-84332.pdf; 11th EMAC Regional Conference, EMAC 2020 ; Conference date: 16-09-2020 Through 19-09-2020",

year = "2020",

month = oct,

day = "16",

language = "English",

pages = "1--2",

booktitle = "Proceedings of the European Marketing Academy, 11th",

publisher = "European Marketing Academy (EMAC)",

}

Herter, M, Pinto, DC, Soares, R, Abreu, C & Leal, MDC 2020, Are Influencers’ Causes Authentic? How Influencer-Cause Fit Shapes Followers’ Attitudes- Abstract. in Proceedings of the European Marketing Academy, 11th. European Marketing Academy (EMAC), pp. 1-2, 11th EMAC Regional Conference, Zagreb, Croatia, 16/09/20. <http://proceedings.emac-online.org/pdfs/R2020-84332.pdf>

Are Influencers’ Causes Authentic? How Influencer-Cause Fit Shapes Followers’ Attitudes- Abstract. / Herter, Márcia; Pinto, Diego Costa; Soares, Raquel et al.
Proceedings of the European Marketing Academy, 11th. European Marketing Academy (EMAC), 2020. p. 1-2.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Are Influencers’ Causes Authentic? How Influencer-Cause Fit Shapes Followers’ Attitudes- Abstract

AU - Herter, Márcia

AU - Pinto, Diego Costa

AU - Soares, Raquel

AU - Abreu, Carlos

AU - Leal, Maria do Carmo

N1 - Conference code: 11th

PY - 2020/10/16

Y1 - 2020/10/16

N2 - 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.

AB - 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.

KW - Food waste

KW - Aesthetics

KW - Construal level

M3 - Conference contribution

SP - 1

EP - 2

BT - Proceedings of the European Marketing Academy, 11th

PB - European Marketing Academy (EMAC)

T2 - 11th EMAC Regional Conference

Y2 - 16 September 2020 through 19 September 2020

ER -

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

Abstract

Conference

UN SDGs

Keywords

Access to Document

Fingerprint

Cite this